Norwich Natives
Connecting readers with local business through the stories and recommendations of influential city natives
Problem
With so many choices of places to eat, drink, shop and go out in a new city, how could a newbie easily navigate to places they’d like without personal knowing anyone?
Solution
I came up with the concept ‘Norwich Natives’ - a series of editorial that featured a hand-picked selection of local creators, movers and shakers from Norwich. All with different backgrounds, interests, local insights - who have an interesting story to tell. We asked each native to list a few of their favourite spots and listed these along with page numbers to create micro itineraries for our readers. This provided an alternative way for our readers to navigate through the guide and city and connect with natives.
Results
We helped raise the profile of local creatives, local indie businesses and steer visitors to the things best suited to them through a series of engaging content that leveraged the power of recommendation and influence across both print and digital content.
