Destination storytelling
Paisley.is
The CHALLENGE:
Support and develop marketing campaigns and creative solutions that tell the story of Paisley and Renfrewshire—attract investment, showcase our heritage, and promote large scale events.
Full on passion:
We love working with projects that are ambitious about creating change for the betterment of a place, and the communities that live and work there. Paisley.is has been a perfect combination of place and visitor marketing, creative storytelling, writing, mapping, research, audience development, network building, campaign planning and evaluation, social media management and place-based photography.
An in-house gig:
Paisley.is is the destination brand for Paisley and Renfrewshire, funded by Renfrewshire Council. It launched in 2017 with a brand designed by Glasgow-based Graphical House, and a website built by Infinite Eye. As part of the in-house Council team, we’ve led on the creative content of the project since launch.
Our process:
Working in a hybrid design and marketing role, we’ve supported the brand since launch. We’ve fed into campaigns and commissions. Led on brand implementation, editorial direction, and content creation. We’ve been the voice behind the brand Instagram since 2019—building communities and networks with local businesses and creatives.
Audience and Campaign Development:
In 2021, we were looking to refresh the offer for Paisley.is—based on a recovering tourism market, in a freshly post-lockdown world. We spent four months deep diving into our current audience segments. We set out to develop a set of propositions that would bring together who they are, where they’re based, what they want, and what we had to offer them. This led us to develop a set of campaign propositions—Easy Outdoors, Family Fun and Microadventures.
We co-led the wider team in several creative sessions around copywriting for these propositions and we developed the visual style of the campaign, as a continued development of the brand. Multiple pieces of content were developed, both in-house and externally—and we got to work with cracking creatives including Ruben Paris, writer Cam Procter, filmmaker Roxanna Barry and director Mark Huskisson.
Our website is our home:
We’ve supported the wider team with maintaining, writing content for, and developing products for the Paisley.is website. This has also included SEO optimisation, content management, Google Analytic support and campaign evaluation.
Highlights of our asset design include visitor propositions, Four Paisley Architects, Spend Local and detailed walking trails of the town. All of which included research, copywriting, design and production.
The impact:
In 2022/23 we reported a PR value of £4.9million, with over 204million opportunities to see or hear something positive about Paisley and Renfrewshire.
On a search for what’s on in the local area, Paisley.is is consistently the top google result—with an average of 340,000 website visits year on year.
A Note:
It’s very hard to summarise all the work we’ve done on Paisley.is—it’s like a full-time job—you forget lots of the things you do because you do them every day. But for an overview, we made the video below as part of a piece of brand consultation in 2024, and it’s full of all the things we’ve produced, commissioned, or had a hand in.
Need some creative help?
- Creative production
- Marketing Strategy
- Motion Graphics
- Advice & guidance
- Copywriting
- Social Media content
- Templates and toolkits
- Brand Photography