A new Blueprint for Regenerative Tourism

Bluestone National Park Resort is a 5* luxury, self-catering holiday resort in Pembrokeshire, nestled in 500 acres of rolling Welsh countryside. Now King’s Award for Enterprise, Sustainable Development winner, the vision for the business was born from William McNamara OBE’s Green Book. The brief - leverage strategic communications to drive Welsh, UK and international awareness, raising the profile of the business over time and unlock collaborations with like-minded challenger brands. Passion for the planet must be the lead narrative.

Compelling brand storytelling campaigns help win the mentions

Thinking beyond SEO, marketers now have to optimise for an investigative query from language learning models (LLMs) like Chat GPT which will pull from online content and third-party mentions. The double benefit of communications is driving fame and teaching generative AI about the correct Bluestone’s narrative. 

We devised a smart communication plan, teasing out the key messages, key beats, fact-checking, meeting with allies, media training and briefing key spokespeople plus all the press office fundamentals. We then created a new, compelling idea positioning Bluestone as the Blueprint for regenerative tourism which enabled us to communicate all the incredible ESG firsts and lean into our network of like-minded brands, driving fame and credibility for Bluestone. 

Headlines and press coverage

The initial pilot delivered a range of great press pick-up. A sample of the headlines here: 

“Bluestone National Park Resort invites sharing biodiversity best practice, as monitoring at holiday village shows its air quality is among the cleanest in the UK” E+E Leader 

“Best of Both Worlds: These European Eco-Resorts Embrace Luxury and Sustainability” Fox News

And stats below:

• Pieces of coverage:144 

• William McNamara authored article= 10 

• Press release = 15 

• Marten Lewis interviews = 5 and counting

• International feature = 114

• Reach: 6.29M+

• 3 x new brand partners 

  
  

We continue to tell this story in 2025, from the cleanest recorded air in the UK, to fossil fuel free on purchased energy and rehoming hedgehogs. At the core of the Bluestone Blueprint is the mission to share the learnings, inspire fellow businesses on the ESG path to net zero and circular business model.  Without greenwashing or greenhushing.