To create content that truly added value and stood apart from the typical services-focused material already present on Paragon’s website and social media, we developed the idea for a Cumbrian Dog Walking Guide. This unique guide features a range of walks,  from accessible, low-impact routes to more challenging fell hikes, designed to suit a variety of abilities, while reinforcing Paragon’s expertise through practical tips and advice throughout. 

To ensure high-quality, locally informed content that aligned with the brand, we enlisted renowned local author Vivienne Crow to write the guide. We also involved the Paragon team to reflect their personable nature and their genuine passion as pet owners. The guide was produced in both a professionally printed hard copy and an easy-to-download digital format, and was launched with a comprehensive campaign that included PR, social media, and local distribution to tourist information centres, pet-friendly pubs, hotels, and campsites. 

Additional outreach included collaborating with Stagecoach buses to promote the guide via posters with QR codes. A dedicated photography shoot provided high-quality visuals for the guide, and a targeted social campaign was planned for both launch and long-term awareness. To celebrate the launch and International Dog Day, we organised a group dog walk along one of the guide’s routes, giving local dog owners a chance to connect with the Paragon team and reinforcing Paragon’s presence at the heart of the community.