“Delectable North Wales” and Stakeholders: The London & North Western Railway’s Marketing of North Wales, c.1904–1914

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Abstract

This articlediscusses the London & North Western Railway’s (LNWR) marketing activitiesbefore 1914. It extends our understanding of British railway marketing byexamining how the company forged links with stakeholders in North Wales,particularly the resort authorities, in support of its development of thetourist trade there. While the company remained the dominant force in promotingthe region, cooperative working facilitated the sharing of market intelligence,exchange of best practice, coordination of advertising efforts, coordination ofservices, and the harmonizing of a promotional message that appealed tomiddle-class discretionary travellers that North Wales was a place for healthand pleasure. The article also shows how the LNWR deployed a system ofintegrated marketing communications, providing one of the earliest knownexamples within British business of such practice. The sum result was positiveimpacts on the development of the North Welsh tourist trade in the years beforethe World War I.

Original languageEnglish
Pages (from-to)864-902
JournalEnterprise and Society
Volume19
Issue number4
Early online date28 Aug 2018
DOIs
Publication statusPublished - Dec 2018

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