THE MORTIMER TRAIL

The area of the Welsh Marches is one part of the countryside which can truly claim to be undiscovered. Between the honeypots of Hereford and Ludlow is a hilly landscape little changed since medieval times when Marcher Lords (including the Mortimer Family) fought between themselves and plotted the overthrow of the Crown. The heritage is thus a glorious mix of rolling hills, thick forest, tiny medieval villages, castles and remote farms linked by clear rivers and streams, peaceful lanes and ancient routeways. It's the sort of countryside that lends itself perfectly to walkers looking for a short break in serene countryside.

Simon Holt Marketing Services was retained to research and develop a linear recreational footpath, linking the popular destination of Ludlow with the border market town of Kington, with the intention of encouraging visitors to discover this Marcher hinterland, benefitting the villages en route through taking accommodation, refreshment and supporting local public transport firms.

Public consultation was the byeword of the project, with a detailed questionnaire sent to all local tourism-related businesses, a newsletter produced for wide distribution in the local area soliciting comments and ideas (and asking for suggestions for a suitable name for the route, the winner being "The Mortimer Trail"), and full consultation with all landowners and farmers along the route of the walk. The outline route itself was identified in consultation with local ramblers and countryside rangers and was later amended in order to accommodate the results of the site-meetings held with the owners and tenants en-route.

The general support for the proposed route evident from local businesses in particular translated itself into active support at a later date when implementation was imminent, with hoteliers and outdoor businesses taking part in marketing initiatives and a local brewery producing a beer named in favour of the walk.

The route on the ground was thoroughly surveyed by SHMS consultants, a walk guide book drafted, improvements and repairs on the ground initiated and a special waymark logo (featuring the Mortimer family Crest) designed. Large interpretive and information boards were produced for either end of the walk, with smaller information displays produced for locations along the route. To publicise the new route widely, a full-colour "flyer" leaflet was produced for wide distribution, and the Mortimer Trail was "launched" via the rambling and regional press by a taster weekend for outdoor writers hosted by one of the Inns along the route.

At the outset the sponsors of the project - Hereford & Worcester County Council, Leominster and South Shropshire District Councils, Forest Enterprise, the Countryside Commission and the Rural Development Commission - emphasised that benefit should accrue to the string of villages which lay either side of the main spine of the route. Thus from this spine a series of short circular walks was researched and developed, linking to and from villages such as Shobdon, Yarpole and Wigmore where overnight accommodation, pubs and local stores could provide the wherewithall for walkers. This approach was particularly appreciated by local businesses who gave their wholehearted support to the project, evidenced at a number of workshops and local metings organised during the research period. To ensure that benefits continued to accrue to these businesses, an access and accommodation guide was produced (and subsequently updated) to be supplied with the guidebook.

The Mortimer Trail Walkers Guide Book

The Mortimer Trail was officially opened in 1996 and has since established itself as a popular route, with its 30 mile main spine and five loops proving a draw for both short-break walkers and those looking for a day or half-day outing in superb countryside.

We would be delighted to be invited to quote for your organisation's marketing projects. Email your contact details and we will reply as soon as possible... info@simonholtmarketing.com