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Communicate Marketing, NorwichThe Boudicca Way Case Study



Boudicca Way MapThe Boudicca Way is a long distance footpath running for approximately 36 miles between Diss and Norwich. The Way is named after the legendary warrior Queen of the Iceni, whose tribes once inhabited the area, and passes through the beautiful, unspoilt rural countryside of south Norfolk and the Waveney Valley.

Although the route had been established for some time, it lacked proper signage, needed re-routing and had not been adequately promoted to local users and tourists. The Boudicca Way Project, a voluntary community and small business led project with sustainability at its heart, was set up to rejuvenate the route. Following the award of a grant from Waveney Local Action Group (LAG), part of the Rural Development Programme for England (RDPE), the project’s key objecti ve was to establish the footpath between Diss and Norwich and the surrounding area as a place to enjoy and spend some time.


A new, focussed marketing strategy was required to meet the project’s objectives. The marketing strategy had to identify key target audiences, the key messages and marketing channels best suited to reach them. Communicate were asked to provide this marketing support, help promote green travel options, responsible tourism and recruit a wide range of partners and the local community to get the project up and running.


With Communicate Marketing’s help, The Boudicca Way has already achieved many of its project objectives. The public relations activity has been instrumental in attracting an increased number of visitors to the area. A media pack containing all the coverage achieved so far is available on request.


Based on research conducted by the Waveney LAG and local information, Communicate produced a detailed marketing and public relations plan and strategy, created the new logo and identity for the project, produced the new waymarkers for the route, created a new map of the route, a new leaflet, email template and banner advertising for walking websites.

Communicate has also successfully raised the route’s profile considerably through local, regional and national targeted public relations, via editorial and radio interviews. Important links to key journalists and titles have been established which will help maintain the awareness of the route.

Boudicca Way Case Study

Communicate Marketing in NorwichJust wanted to say many thanks for your continued help and support of the Boudicca Way project. The effort you put in to designing our new logo, waymarker and leaflet was beyond the call of duty but resulted in a fantastic finished product that we’ve received really positive comments about. The PR work you’ve been doing alongside this has also resulted in some excellent media coverage both locally and nationally and definitely something we could never have achieved without your knowledge and contacts – Thank you!!

Steve Falvey, Project Leader, The Boudicca Way project


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