Developing The Explorer's Road

Developing a new 300-mile touring route was a 2 year undertaking for a large partnership of destinations and businesses under Melanie's direction and guidance.

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With an investment of £1m from the Discover England Fund the route was developed to showcase to the German market lesser known destinations and small and independent tourism businesses. Fourteen destinations and over 120 businesses were brought together under one concept, The Explorer's Road, which was populated with authentic, quirky and quintessentially English experiences.  Located roughly along England's longest road, stretching from the edges of North London to the borders of Scotland The Explorer's Road passes through 15 English counties including Hertfordshire, Rutland, Lincolnshire, Nottinghamshire, Yorkshire, Durham and Northumberland. 

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In the capacity of project director, Melanie worked with lead DMO Newcastle Gateshead Initiative and a small delivery team on consumer research and testing, concept development, business engagement, trade engagement, marketing and booking and planning systems. The route was introduced to the International travel trade at a series of trade fairs including ITB Berlin, Explore GB and World Travel Market.