Ruddocks appointed to refresh Lincs Wolds Destination brand

Local creative production agency Ruddocks said they are “honoured” to have a long-term relationship with us after being appointed to refresh the Lincolnshire Wolds Destination Brand.

Destination Lincolnshire and Ruddocks have worked alongside East Lindsey District Council and West Lindsey District Council on the project over the last few months. The project is funded by the government’s UK Shared Prosperity Fund.

The main purpose of the brand refresh is to maximise the creative appeal of the Lincolnshire Wolds. It is also to create a workable toolkit that underpins the creative design of a new Lincolnshire Wolds website.

A strong place brand will help the Wolds stand out from other destinations, so this project is crucial to the local visitor economy. The branding is aligned by visitor research carried out on our behalf.

Destination Lincolnshire’s Senior Digital Marketing Executive Reece Smith said: “A strong place brand shapes how visitors feel about and engage with a destination, playing a vital role in their travel choices.

“This project will refresh the visitor brand for the Lincolnshire Wolds. With many destinations competing for attention, a strong brand will help the Wolds stand out by showcasing the unique character and qualities that define it.

“A well-defined visitor brand also builds trust and reliability with potential visitors, positioning the Wolds as a key destination in Lincolnshire.”

Mel Bradley, Account Manager at Ruddocks, said: “Having worked with Destination Lincolnshire on similar projects since the creation of Brand Lincoln in 2012, including Christmas in Lincoln, Taste Lincolnshire and the recent brand update for Lincoln, we were really excited at the prospect of working with them on this.

“Plus, as a longstanding Lincolnshire based company, we are incredibly passionate about the success of the county, so to work on the brand evolution for Love Lincolnshire Wolds and help grow tourism for the area was an easy decision.

“This project will further cement our longstanding relationship with Destination Lincolnshire.

“A high proportion of our team have been involved since their initial inception of the Visit Lincoln Partnership in 2012, so we feel personally invested and know that the vital work they do to grow Lincolnshire has an impact on us all.

“It really is wonderful to work with the Destination Lincolnshire team on this project, the whole team really enjoys working with them and we're honoured to have this long-lasting relationship.”

An important part of the process between Destination Lincolnshire and Ruddocks has been regular meetings and brand workshops.

“The discovery session was incredibly insightful, with numerous stakeholders involved it was vital that we got everyone together to understand the requirements and goals of the project,” Mel added.

“The information gathered at the meeting and research undertaken since has enabled us to develop the brief further and steered the creative direction and strategy.

“We really want to create a brand that truly reflects the visitor offering of the Lincolnshire Wolds, from the stunning countryside to the bustling market towns, it is an exciting opportunity and challenge that we are ready to undertake.”

The Wolds covers a vast and varied area of central Lincolnshire encompassing quaint market towns and agricultural landscapes.

The geographical area covered by this project extends from Caistor in the north to Spilsby and Horncastle in the south. It encompasses the area covered by the Destination Management Plan.

Wendy Osgodby, Senior Growth Strategy and Projects Officer at West Lindsey District Council, said: “We are looking forward to working with Ruddocks and Destination Lincolnshire on the refresh of the Love Lincs Wolds branding.

“I am excited to see how the existing branding can evolve into the future. This piece of work will support wider plans for the development of the Lincolnshire Wolds.”

Karen Edwards, Place Officer at East Lindsey District Council, said: "East Lindsey and West Lindsey District Councils are working in partnership with the business community to raise the profile of the Lincolnshire Wolds as a visitor destination.

“The Love Lincolnshire Wolds brand was developed in 2016 to help give the area a unique identity and is the foundation of all our marketing activity.

It is now time to refresh this brand, to strengthen the identity and ensure we stay relevant amidst changing market conditions and current trends.

“We are delighted to be working with Ruddocks and Destination Lincolnshire to update the existing brand and look forward to seeing the results!”