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Yellow Railroad

Yellow Railroad

Description:

What Services Do We Offer?

Yellow Railroad is a destination consultancy with extensive international expertise. We specialise in helping countries, regions and cities improve their competitiveness.

We offer clients an “outsourced strategy department” providing specialist expertise to destinations worldwide in the following areas:

 • Destination and place branding

• Marketing strategy

• Place shaping

• Destination Management Planning

• Eco/pro-poor tourism strategy

• Tourism policy

• Human resource development and institutional strengthening

• Crisis management / disaster recovery

Who Are Our Clients?

Our main clients are tourism boards, tourism ministries, national and regional development agencies, cities and local authorities. We help put their destinations on the map.

How We Work

Yellow Railroad operates as a networked business under the leadership of Tom Buncle, Managing Director. We recruit suitably qualified senior associates for each specific job in order to match each client’s need with appropriate skills and experience.

This enables flexibility, precise skills matching and a high level of strategic input for each job, rather than relying on junior consultants or a generic employee skills base. This ensures that each client has the most appropriately skilled people working on their project every time.

It also means that we approach each project with dynamism, imagination and pride, as if it was our only project. We also work with a small number of specialist research and design agencies, who have specific tourism expertise, on perception research and brand design.

Tom Buncle – Managing Director Tom Buncle has over 25 years experience in tourism development and marketing on four continents (UK/Europe, N America, Asia, Africa). Prior to establishing Yellow Railroad Tom spent 4 years as Chief Executive of the Scottish Tourist Board (now VisitScotland). Before that he was International Marketing Director at the Scottish Tourist Board and ran British Tourist Authority (BTA – now VisitBritain) operations in Southeast Asia, Norway and California. He has undertaken consultancy work for destinations in the UK, Europe and Africa, focusing on: destination branding (Namibia, Cameroon, Kenya, Bosnia, England); business strategy and place marketing (Gabon, Mozambique, England, N. Ireland, Commonwealth Games, Bristol, Chester); national tourism policy development (Namibia); crisis recovery (England after Foot & Mouth Disease, Britain after 9/11); institutional strengthening/organisational development (Dominica National Development Corporation); and was an adviser to the UK Department of Culture, Media & Sport (DCMS) on the European Capital of Culture 2008 award. He has served as a non-executive director on several high profile boards (Scotland the Brand, Edinburgh Festival Council, Cairngorm Partnership and The Scottish Council for Development and Industry). He has also served as Chairman of the Foreign National Tourist Offices Association in Singapore and is a former member of Contact Singapore’s Global Image Advisory Panel. Tom is a regular writer and speaker at international conferences on place-marketing, place-branding and future trends in travel.

Yellow Railroad Associates Yellow Railroad Associates have many years of senior experience in tourism development and marketing. They have worked in both public and private sectors around the world – for tourism boards, convention bureaux, hotels, tour operators and other businesses.

Recent Projects:

UK Bristol City Council & Southwest RDA: Place-making and marketing strategy for Bristol to establish its future direction to 2020 Visit Wales / Welsh Assembly

Government: Strategic marketing action plan for Wales Chester City Council: Place-making and marketing Strategy for Chester

Department of Culture Media & Sport: Adviser to judging panel on 2008 Capital of Culture award

Visit Chester and Cheshire: Strategic development input to VCC’s Destination Management Plan

Yorkshire Moors and Coasts: Tourism branding strategy

Chester Hospitality Association: Strategic review and proposals for restructuring the CHA

Visit Britain/Enjoy England: Domestic tourism marketing strategy for England

Department of Culture, Media and Sport: Adviser to European Capital of Culture 2008 judging panel on tourism and marketing issues

Northwest Development Agency: “Great Destinations”: The Role of Local Authorities in Tourism

Northwest Development Agency: Strategic marketing framework for regional tourism development in England’s Northwest (2003-2007)

European Union SPAA Programme: Place-making toolkit for European cities

Manchester City Council/Manchester 2002: Interim marketing strategy for the Commonwealth Games

English Tourism Council: Crisis recovery marketing strategy to overcome the impact of Foot & Mouth disease throughout England

Visit Britain/British Tourist Authority: Crisis Recovery Campaign to recover international tourism to Britain following the 9/11 terrorist attacks in the USA

Visit Britain/Barclaycard Football Association Premiership: International marketing strategy for VB/Barclaycard Premiership partnership International

Lithuanian Department of Tourism: Assessment of Lithuanian embassies’ tourism role

Laikipia Wildlife Forum, Kenya: Tourism branding strategy for Laikipia, central Kenya

Cameroon Ministry of Tourism: Tourism branding strategy

USAID Bosnia: Tourism branding and marketing strategy for Bosnia/Herzegovina

Quirimbas National Park, Mozambique: Tourism development plan & marketing strategy

Allianse Vest, Norway: Place branding strategy for Western Norway EU

Namibia Tourism Development Programme: Tourism branding and marketing strategy for Namibia Gabon’s

National Parks Authority (Conseil National des Parcs Nationaux) : Tourism marketing strategy

European Union SPAA Programme: Place making toolkit for European cities

Dominica Ministry of Tourism, Industry & Private Sector Relations: Organisational restructuring plan for National Development Corporation

 Barbados Tourism Authority: Organisational restructuring plan Namibia Ministry of Environment and Tourism: National tourism policy

Contacts:
Tom Buncle

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