Blue Sail and the Shared Story™ – a unique approach

We believe in the power of stories to bring people together and make places stronger. That’s why we've developed an approach we call the Shared Story.

It’s a commonly agreed way of describing a place, that everyone uses when they’re planning how to invest in improvements or new experiences, and when they’re talking to people through their marketing.

It’s a short and simple story – developed with the people in the place – that makes it clear what is special and different about the place. It doesn’t overpromise. It goes with the grain of the place, and is authentic and true.

We put our Shared Story approach at the heart of the planning we do: a destination management plan or a place brand strategy is much more meaningful and likely to succeed if it has a Shared Story – created and agreed with the stakeholders – at its heart.

The Shared Story isn’t intended to be marketing copy.  It should inspire your branding and promotions, and steer the way you develop the destination. Having said that, some places use their Shared Story word-for-word on their websites. Others take phrases and sentences and put them on walls – in the destination itself or at their airport for example.  Other places use them to decide priorities for investment, to develop the right sort of experiences and events, or to shape the stories they tell in their visitor attractions.

All our Shared Stories clients without exception have found the process itself a valuable way to engage stakeholders and make connections.

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