Catherine Warrilow, founder of brand strategy consultancy The Plot, has been appointed by Slawek Kukielka, founder of London walking tour specialist Urban Saunters, to lead a brand strategy programme designed to deliver a step change in how the company shows up and set it up for its next phase of growth.
Urban Saunters has built a name for itself with small-group London walking tours led by gifted local storytellers, from retired police officers, historians, guides with personal connections to the monarchy and wartime London. The offer spans private, small-group, insider, and black cab tours, and the thread running through them all is the same: guides with personality, deep knowledge, and the freedom to tell the city’s stories their way.
The Plot will work alongside Slawek and the team to sharpen the brand behind London’s most personality-led walking tours. The project will focus on brand positioning, value proposition and visual identity, plus social and AI optimisation. The programme will also tackle how the business can prioritise advance bookings and stand apart from the bigger, operators it shares the market with.
Slawek Kukielka, founder of Urban Saunters, said, “Our guides and the experiences they create are genuinely special, and we wanted a partner who could help us tell that story more confidently. Catherine immediately understood what makes Urban Saunters different, and we’re excited to work with her to bring our brand to life for the next stage of our growth.”
Catherine added, “Urban Saunters is exactly the kind of brand I love getting my hands on – a small, brilliant team with storytelling sitting right at the heart of the offer, and so much room to be seen and booked by more of the right customers. The personality of these guides is already the product. My job is to make sure that comes through at every touchpoint from the moment someone first stumbles across a tour, all the way through to them telling friends about it on the way home.”
For more information on The Plot, click here.
