English Heritage keeps it Real 451 with literature

Real 451 has this week started design work for English Heritage’s portfolio of marketing literature.

The consultancy is redesigning promotional leaflets for every historic property owned by English Heritage, from Dover Castle to Stonehenge to Hadrian’s Wall.

A total of 55 leaflets promoting more than 400 sites, with some leaflets incorporating several attractions, will be revamped.

Real 451 is redesigning the front and back cover of each leaflet, as content will remain broadly the same apart from seasonal alterations, says Real 451 creative director Robert Stimpson.

The leaflets are used as a key marketing tool in promoting and attracting site visits, says English Heritage head of publications and design Val Horsler.

Real 451 has been briefed to inject a fresher image and refine English Heritage’s strong brand identity, says Horsler. Stimpson refuses to disclose the fee for the work, but says it is ‘significant’ in terms of size and fee.

Real 451 was appointed on the strength of its long-standing relationship with English Heritage, designing corporate and promotional literature. It is currently redesigning the organisation’s corporate guidelines.

The promotional work launches in January 2002, with artwork scheduled for completion before Christmas.

Real 451 has been appointed by advertising display company JC Decaux to create an interactive CD-ROM sales tool for its sales team to present to media planners.

The CD-ROM design work is worth ‘just under £10 000’, says JC Decaux marketing director Richard Malton. It is due to launch in mid-January.

‘The sales force makes use of PowerPoint presentations and we were eager to move their equipment on to the next stage,’ according to Malton.

Among other features, the CD-ROM will incorporate video footage and photography archives.

The consultancy won the work following a five-way pitch against unnamed consultancies.

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