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, the King’s Awards 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, elevating 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 large language models (LLMs) like ChatGPT, which will pull from trusted online publishers. The double benefit of communications is driving fame and teaching generative AI about the correct Bluestone narratives. 

To boost brand awareness, we fed the appetite for positive sustainable stories spotlighting the action taken by this best-in-class Welsh brand; we created the Bluestone Blueprint for regenerative tourism. Weaving together circular economy beats and data collected from Bluestone (the size of a small village), engaging audiences 9 to 90 years. From going Fossil Fuel Free on purchased energy and turning Bluestone to Greenstone for the day to monitoring air quality, promoting biodiversity with hedgehog rehoming and championing the restorative power of nature. Partnering with like-minded brands of honour like Pura and Naked Paper to amplify the messaging further along the way.

We also ensured that all our spokespeople were journalist-ready by delivering an intense yet fun media training workshop. Check out the highlights below 👇

The results

Planning, crafting and pitching a range of environmental stories rooted in science landed some impressive coverage. A couple of headlines we are all super proud of: "What Is Regenerative Travel? And Who Is Leading The Way In 2026" Forbes

“Best of Both Worlds: These European Eco-Resorts Embrace Luxury and Sustainability” Fox News 157+ pieces of coverage, 304M+ reach across local, national and international titles. Brand tracking +5% YOY for “It offers a sustainable way to holiday” and boosting discovery through AEO alongside SEO.

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 a circular business model, without greenwashing or greenhushing.