Case Study: Bringing the Tin Coast to life with the National Trust
When I was initially approached by the National Trust to work on this project, I knew I needed to be a part of it.
Living in Cornwall for the last decade, I’ve grown a particularly soft spot for West Cornwall, having made Penzance my home for the majority of it. Whether it’s exploring the coastline with my pup, Huey, or consuming every morsel of folklore about this ancient place, I’m always drawn west to the land steeped in myth and adventure.
The project
The Tin Coast is a stretch of coastline that forms part of the Cornish Mining World Heritage Site, and, over the years, it’s become an increasingly popular tourist destination. However, unlike many better known destinations, this part of Cornwall still retains a rugged, untouched charm – something those who live there are desperate to preserve for future generations.
To ensure it stays as wild and free as the tales its known for, a partnership between various groups and organisations, including the National Trust, was set up. Their job? To ensure every action was being taken to protect the integrity and culture of this landscape for years to come.
Part of this included setting up a new website, where people could access all the information they needed to make informed, sustainable choices about their visit to the Tin Coast. More than that, however, it was also about building connections to this rich and vibrant culture, through land and sea, so guests could take home more than just memories.
Working with the local National Trust team and Penryn-based Venn Creative, who developed the brand and website design, my job was to bring the Tin Coast to life through the words.
Behind-the-scenes
West Cornwall is close to my heart, so it wasn’t difficult to engross myself in this project. In fact, much of what I wrote mirrored the thoughts and feelings that overwhelm me each time I visit this part of the coast myself.
However, there’s always a technical side to these things, and much of the work included conducting extensive research from both literature and spoken tales, as well joining regular meetings with the team to follow the vision.
With a brand plan in place already, my first meetings with the National Trust and Venn Creative were about understanding this vision, before diving into the wireframe to decide what copy, and how much, was actually needed to complete the project.
I then squirrelled away to pull the ideas, tone, vision and research together to produce what is now the majority of copy on the Tin Coast website. This then later translated into also writing some blogs, which were used to expand on tips and advice about how to make the most of visits to this remarkable area.
A project success
Today, the Tin Coast website offers a wealth of knowledge and advice, as well as insight, to one of Cornwall’s most iconic stretches of coastline. As you read, feel the ancient magic spill off the page, and be reminded of why we need to protect these sacred places – and just how we can do it.
To check it out, and find out why the Tin Coast should be top of your adventure list, click here.
*Please note, project undertaken as ‘Peppy Media’ prior to Hazel King Copywriting rebrand.