Lake District character brand Herdy has teamed up with Stagecoach to encourage visitors to explore its five Lake District stores by public transport, following the inspiration of one customer’s cycling challenge
The partnership sees Herdy promoting a new #TourDeHerdy trail connecting its shops in Kendal, Ambleside, Bowness, Grasmere and Keswick.
The initiative offers an interesting example of how character-led brands can turn physical retail locations into part of a wider visitor experience – something that could provide inspiration for greetings and gift retailers with distinctive stores, local identities or own-brand characters.
From bike ride to bus route
The idea was inspired by regular Herdy customer Marion Jeffery, who recently completed a ‘Tour-de-Herdy’ bike ride visiting all five of the brand’s Lake District stores.
Herdy has now worked with Cumbria bus operator Stagecoach to make a similar journey possible using public transport.
Ahead of the August Bank Holiday, the brand has published updated bus and train timetables showing how visitors can travel between the five locations in a single day.
Visitors who complete the Tour-de-Herdy can take photographs at each Herdy store and share them on social media using #TourDeHerdy to receive a certificate recognising their achievement.
The suggested route begins and ends at Kendal and Windermere train stations, making the trail accessible to visitors arriving by rail.
Connecting tourism and retail
The partnership comes as interest in agritourism, and sheep-related tourism continues to grow, with Herdy drawing on its connection to the Herdwick sheep of the Lake District.
The brand has developed an international following around its distinctive sheep character, while its retail presence provides visitors with physical destinations to explore during their stay.
The initiative also coincides with the launch of the Cumbria Travel Pass, which offers one-day car-free travel on Northern, TransPennine and Avanti trains, Stagecoach buses and Windermere Cruises for £40.
During August, children can also travel free on Stagecoach bus routes in Cumbria.
For greetings retailers, the campaign demonstrates the potential of combining physical stores with experiences, tourism and social media. A distinctive retail destination can become more than simply a place to purchase products – it can become part of a customer’s itinerary and a reason to visit a particular location.
Expanding Herdy’s character appeal
Herdy is continuing to build its brand beyond its Lake District roots.
In September, its debut children’s book series will launch in bookstores in the UK and internationally, introducing the character to children aged two to four.
The brand has also recently launched its first greeting card collection, exclusively designed by leading publisher The Art File, bringing Herdy into the greetings category.
Herdy is also preparing to launch its first children’s mattresses through HerdySleep in the autumn, using Herdwick sheep wool sourced from its co-operative of small family-owned Herdwick fell farmers.
