Background
Located on the A30 near Bodmin, Cornwall Services is the first major service station in Cornwall. It opened in 2014 and Fresh has been involved since the inception with all elements of PR, marketing and communications during preparations, launch and now on an ongoing basis – from creating a brand and managing signage, to building a website, handling customer enquiries and running the social media.
The Challenge
As a brand new business, Cornwall Services needed to build a profile from a standing start. Fresh worked with Cornwall Services to develop a communications strategy for attracting visitors travelling to and from Cornwall whilst also becoming a destination for residents of Cornwall to support the business in the winter months. It was agreed that PR and marketing activity should position Cornwall Services as a facility for tourists and locals alike, with a strong emphasis on Cornish values and the Cornish food offering.
The Activity
PR and communications activity has been extensive and includes:
- 24/7 online customer response service
- Media relations
- Creation of the social media channels and ongoing content updates
- Managing the initial development of a website, the subsequent review and ongoing updates
- Managing the development of a brand identity for Cornwall Services
- Managing the design and print for all elements including signage, hoarding and advertising
- Organising photography of the amenity building for marketing use
- Managing digital marketing, Google AdWords and online location settings
- Event support
- Crisis management
- Radio campaigns and outdoor advertising
- Media training
The Outcome
Now in its sixth year, Cornwall Services continues to go from strength to strength and Fresh continues to develop digital content, manage the social media feed and handle public enquiries via social or the website.
2020 saw the addition of a Holiday Inn Express hotel as part of the offer which Fresh managed the launch of just as the country went into lockdown.
Cornwall Services’ visitor numbers continue to increase with a record August in 2020 with 102,000 vehicles visiting the site – up from 94,000 vehicles in 2019 and 99,000 vehicles in 2018.
Lisa and the team at Fresh have consistently helped our business improve its public profile over several years, not to mention spotting opportunities to promote ourselves in ways that weren’t obvious to us, particularly on the digital side. We have had a strong working relationship with Fresh for over seven years across a number of businesses and cannot recommend them highly enough.
Andrew King, Commercial Manager at Cornwall Services