Focused on What Matters, Expanding Every Horizon

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Client Snapshot

Rickshaw Travel is a specialist tour operator offering immersive, responsible travel experiences across Asia and Latin America. With a strong focus on sustainable and ethical tourism, they craft bespoke itineraries that allow travellers to explore diverse cultures while supporting local communities. Their audience includes adventurous, conscious travellers seeking authentic experiences. 

The Challenge
Rickshaw Travel wanted to explore working with influencers to increase brand visibility and engage new audiences. The goal was to understand how influencer collaborations could fit into their marketing strategy and generate compelling storytelling opportunities around their unique travel offerings.

What I Did

• Developed a tailored PR and influencer strategy for a pilot project, focusing on the “Paralympic Pride: India in Focus” initiative.
   
• Identified and pitched to key media outlets, including national sports, lifestyle, and disability advocacy publications, as well as select international coverage.
   
• Managed pre-trip, during-trip, and post-trip media activities, including press releases, commissioned articles, and interviews.
   
• Oversaw all aspects of execution personally, ensuring a high level of attention to detail and alignment with Rickshaw Travel’s brand values.
   

Results & Impact

• The pilot provided invaluable insights into influencer collaborations, media engagement, and content creation for travel brands.
   
• Established strong relationships with targeted media contacts and influencers, laying the groundwork for future campaigns.
   
• Demonstrated the potential of strategic storytelling to amplify brand awareness in niche markets.
   

Key Learnings

• Pilot projects are essential for understanding the dynamics of influencer engagement in the travel sector.
   
• Clear communication and collaboration with influencers and media partners create stronger, more authentic storytelling opportunities.
   
• Early-stage projects help refine processes, identify opportunities, and optimise approaches for future campaigns.

Client Snapshot
HeliDubai offers premium helicopter tours and luxury travel experiences across Dubai. Known for their exclusive sightseeing adventures and high-end service, the brand caters to discerning travellers seeking unique, unforgettable experiences.

The Challenge
HeliDubai approached Focused Horizons looking for direction on how to work effectively with British travel media for editorial coverage. They wanted guidance on which publications and journalists to target, how to pitch compelling stories, and how to integrate media strategy into their broader marketing plan.

What I Did

• Consulted on the nuances of British travel media, including editorial calendars, pitching etiquette, and story angles that resonate with UK audiences.
   
• Guided the client on journalist selection, vetting, and prioritisation to maximise impact.
   
• Developed tailored pitching approaches and messaging for high-value publications.
   
• Demonstrated results by contracting a travel writer from a leading luxury outlet, The Luxury Report, to produce an exclusive feature highlighting HeliDubai’s offerings.
   
• Provided ongoing insight and support to ensure HeliDubai could replicate and scale media engagement independently.
   

Results & Impact

• Gave the client a clear understanding of how British travel media operates and what drives coverage.
   
• Strengthened HeliDubai’s ability to engage media with confidence, creating a framework for future editorial outreach.
   
• Delivered a tangible example of media collaboration through the commissioned feature, providing inspiration for future campaigns.
   

Key Learnings

• A hands-on consultation helps luxury travel brands navigate complex media landscapes.
   
• Strategic guidance and demonstration projects build confidence and internal capability.
   
• Focused, selective media engagement is more effective than broad outreach when aiming for editorial impact.

Client Snapshot
Crewe Town Council is the local authority responsible for managing community, cultural and public events for the town of Crewe. With a population of around 70,000 residents, the Council aims to deliver free, inclusive events that support community spirit, social cohesion and the town’s regeneration strategy under the broader Cheshire East Council umbrella.

The Challenge
The brief was to expand Crewe’s summer events programme, designing a set of free, inclusive events that cater to families, children, older residents, and the wider community — regardless of background or economic means. The goal was to deliver memorable experiences, support regeneration, build local partnerships, and give every child a chance to enjoy high‑quality, accessible events without the barrier of cost.

What I Did

• Developed a creative events strategy aligned to Crewe Town Council’s objectives and town‑wide regeneration aims.
• Coordinated 180 events for the Summer Festival of Fun 2025. 
• Conceptualised and delivered eight new events across the summer, including:
   
  • Crewe Moves — a community sport, health and wellbeing day in Lyceum Square.
     
  • Discover Crewe-on-Sea — a first‑ever pop‑up beach event, transforming the town centre into a seaside‑style destination with sand, beach huts, entertainment and family fun.
     
  • Outreach to community groups, charities and local small businesses (face‑painters, creators, arts groups, performers) to deliver inclusive programmes — eg. partnerships with local organisations such as those behind creative workshops, family entertainment and community arts.
     
  • Revitalised the summer school‑holiday offer with a comprehensive free activity programme (over 180 events including workshops, outdoor theatre, sports, crafts, science, nature, drama) across multiple community venues (parks, libraries, heritage centre, Christ Church, Lyceum Square, and more).
     
  • Managed key calendar events: from planning through logistics, stakeholder coordination, marketing/communications, community engagement, and operational delivery.
     
  • Prepared evaluation reports and future proposals — ensuring the programme aligned with longer‑term town strategy and could be replicated or scaled in future years.
     

Results & Impact

• The pop‑up beach event, Discover Crewe-on-Sea, attracted over 1,000 visitors over the August Bank Holiday weekend — evidence that a bold, fun, free‑to‑access event can draw large community participation.
   
• The wider “Summer Festival of Fun” delivered 180+ free activities, offering local families accessible summer entertainment, reducing financial pressure on parents, and increasing social inclusion.
   
• Strengthened community spirit and partnerships — by engaging local charities, small businesses, creative groups and community hubs, the programme nurtured a greater sense of cohesion and shared purpose across the town.
   
• Created a flexible and replicable events framework — the diversity of event types (sport, arts, theatre, community outreach, pop‑up experiences) gives Crewe a strong foundation for future seasonal programming.
   

Key Learnings

• Free, inclusive events unlock participation from a broad demographic — when cost is removed as a barrier, more families and individuals engage.
   
• Mixed programming (sports, arts, heritage, pop‑up experiences) ensures there’s “something for everyone,” significantly increasing reach and impact.
   
• Partnering with local community groups, charities, small businesses and creative individuals amplifies delivery capacity and roots events in the community.
   
• A diverse summer events portfolio can powerfully support social inclusion, town‑centre vibrancy, and regeneration efforts.

Client Snapshot

LATH Group is a 100% volunteer-led charity dedicated to supporting people experiencing homelessness in their local community. Operating entirely through volunteer effort, the charity provides immediate assistance, guidance, and advocacy, while building long-term solutions through local engagement and partnerships.

The Challenge 

I first encountered LATH Group after meeting someone clearly in need of shelter and support in a nearby town. Curious, I looked up local resources and discovered the charity. On speaking with the team, I learned they were seeking a new website, wished to raise awareness of their work, and wanted to strengthen fundraising to sustain and grow their impact.

Like many small, community-based charities, resources are limited, meaning strategic planning, communications, and fundraising initiatives can be difficult to implement without external support. The challenge was to provide a clear, practical strategy that would guide the charity’s growth, enhance their digital presence, and build capacity, while remaining adaptable to their volunteer-led model.

What I did

• Developed a growth strategy titled “Evolution: Honouring the Past, Strengthening the Future” on a pro bono basis, outlining practical guidance across five strategic priorities:
   
  • Digital Presence, Marketing & Communications
     
  • Sustainable Fundraising & Income Growth
     
  • Volunteers, Trustees & Governance
     
  • Partnerships & Local Engagement
     
  • Legacy, Storytelling & 20-Year Anniversary (2029)
     
• Provided implementation guidance, monitoring principles, and flexible options for prioritisation, enabling the charity to select initiatives aligned with available resources. 

Results & Impact 

• Delivered a structured, actionable strategy tailored to the charity’s  goals, providing clarity and direction for the coming years.
   
• Enabled the charity to make informed choices about initiatives, maximising impact despite resource limitations.

Key Learnings

• Strategic guidance can provide direction and clarity for small, volunteer-led organisations, even when resources are constrained.
   
• A strong digital presence and clear storytelling help increase awareness and engagement with the local community.
   
• Flexible, prioritised planning allows charities to act on high-impact initiatives while accommodating operational limitations.
   
• Recognising volunteers, founders, and community partners strengthens cohesion and builds long-term support.
   
• Pro bono support can catalyse growth and capacity for small charities, allowing them to focus on delivering core services.