Breathe easier

South Downs Advert

There’s a small glow of pride hanging over Hampshire and Sussex today as we celebrate the South Downs’ new official National Park status.

I’m fond of quoting the National Parks’ ‘Britain’s breathing spaces’ campaign as a great example of selling experiences rather than things. Its straplines – which include ‘feel closer’, ‘reach higher’, ‘breathe easier’, ‘think deeper’ and ‘laugh longer’ – speak to those internal needs that many people look to satisfy through travel and leisure. It’s great to see the combination of beautiful new images of the South Downs, with the campaign straplines superimposed, on the homepage of the National Parks’ website all this week – in celebration of the new designation.

In Blue Sail’s Brighton office we’re raising a celebratory glass of award-winning fizz: made from grapes grown on the chalky downlands, of course. Cheers!