We’re delighted to be amongst the sponsors of The Greater Lincolnshire & Rutland Tourism Excellence Awards for 2024-25. Congratulations if you’re working towards recognition in these, or other industry awards. This is a fantastic way to showcase your commitment to excellence.

We have some other ideas when it comes to sharing achievements or pitching your offer more broadly in your marketing communications. There’s a theme that we thought it was important to explore; the importance of keeping sustainability in mind.

You’re operating in a conscientious marketplace where consumers prioritise brands that demonstrate a genuine commitment to sustainability. So here are a few headline, actionable ideas for your marketing campaigns.

In print: A compelling sustainability story

Printed marketing resources retain an enduring charm – they’re tangible, shareable, and, when done right, sustainable. Paper is a natural and renewable material, as well as one of the most recycled materials in the world. Did you know that European forests are growing at a rate equivalent to 1,500 football pitches every day? (Two Sides Trend Tracker Report 2023).

Blend your use of digital and print channels to give your audience a choice in how they receive and retain information. To ensure your printed materials have a lower environmental impact:

• Use FSC®-certified paper from sustainable sources.
• Optimise the size, quantity, and design of your materials to minimise waste.
• Avoid finishes that make recycling difficult, such as laminates or metallic foils.
• Include an environmental message in your designs to demonstrate your commitment to sustainability and reassure your audience about the care you’ve taken in material selection.

On display: Long-lasting impact

Exhibition banners are staples of the tourism industry, yet their sustainability depends on their longevity. Modular systems can adapt to different contexts, and fabric displays allow hardware to be repurposed for updated messages. Even with the ever-popular roller banners, there is now a system where graphics are interchangeable.

Strategies to reduce waste but also make your marketing resources more adaptable and cost-effective include:

• Keep artwork simple and timeless to extend usability.
• Use QR codes or web links for detailed, dynamic information that can be updated digitally.

Branded reminders: Gift, not gimmick

Branded promotional products provide a valuable touchpoint for your business, whether you’re rewarding loyal customers, starting conversations with new contacts, or boosting team morale, everyone benefits from investments in practical, high-quality items that help your audience live more sustainably.

• Prioritise practicality – select items your audience will use and appreciate.
• Choose materials carefully to reduce the environmental impact of the product.
• Ensure your branding is subtle yet memorable, highlighting key contact details.

Authenticity builds trust

Sustainability is a commitment. Avoid greenwashing, which can harm your reputation. Instead, focus on genuine, measurable efforts to reduce your environmental impact.

Your purchasing decisions matter. Partner with suppliers who share your values and can support your sustainability goals.

These sustainable marketing practices align to our ethos. With our design agency oodle, we focus on efficiency, sustainability, and impact. We’re committed to enhancing the success of businesses in the visitor economy and beyond. If you’d like more ideas, please reach out for a chat.