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Summer Trail for Kendal BID

This summer we had some fantastic bespoke summer design and illustration projects, but our Kendal Summer Trail stands out as one we had great fun creating. Our brief was to incorporate the history of Kendal, Cumbria and the things that make it unique into a bright, fun trail for families - local and visiting to enjoy.

Over the years Felltarn has become an expert in the field of town trails for town councils and Business Improvement Districts alike. Our trails encourage families to explore the whole town, taking them into areas they may not have explored before.

This is true of Kendal's objectives too since the town's businesses are very spread out, with many yards and roads within it. We use our plotted map to guide the children and their guardians around all these places.

The children look out for clues and once found, write the answer on their map in the designated place.

Over 100 Kendal businesses signed up to take part in the Summer Trail, with 20 plotted out on the trail map, the the rest displaying pictures to look out for along the way

We created the 'Kendal Crew', five unique, colourful characters which accompany the children on the trail through Kendal. We then designed the A4, double sided trail artwork. Kendal's trail was a completely bespoke project, so we could tailor it completely to the BID's needs.

Our bespoke trail package includes marketing material to advertise the trail both physically and digitally. For Kendal this constituted a double sided A6 flyer, a Facebook & Twitter header and 4 online marketing banners that were used across all social media. We also supplied the artwork for the shop windows.

Here are the stats from the Kendal Trail:

  • 101 businesses participated - 20 plotted on the map and the other businesses had ‘You Found Me’ pictures in their windows.

  • 5000 advertising flyers printed and distributed to all primary schools in Kendal and surrounding villages, plus hotels & cafes.

  • 2500 printed maps distributed throughout the town

This bespoke project was fully project managed by Felltarn, the months of planning and design included:

  • Visiting and speaking to all BID levy payers to gain as much involvement in the trail as possible

  • Devising a fresh, unique trail concept

  • Researching and finding the ‘20 Kendal Facts’

  • Creating and illustrating the ‘Kendal Crew’ characters

  • Designing the trail artwork

  • Project managing the process from start to finish including installation of artwork and distribution of maps and marketing flyers

  • weekly online marketing on the Felltarn Facebook, Instagram & Twitter as well as local ‘sell & seek’ pages and liaising with businesses

We understand the key objectives of the BID, and this tailored approach to delivering our trail ensured that the project was a complete success from all angles. Families had a fun and educational activity to enjoy; the businesses gained exposure and footfall; and the BID demonstrated a worthwhile investment of funds into a fantastic project for the whole community, visitors to the area, and BID levy payers. All boxes ticked!

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