Launch Narrative
The story that makes your next launch travel beyond your audience, beyond your channels, and into the conversations that matter.
£3,250 + VAT · Four to six weeks · Remote
The Launch Narrative is a focused sprint that defines how your upcoming launch should enter the world — so it doesn’t just exist, but actively gains attention beyond your existing audience.
This work is about shaping the external expression of a specific moment: the angle journalists pick up on, the idea people share, and the framing that makes the launch immediately legible and compelling to people who don’t already know your brand.
We develop a clear narrative direction for the launch, identify the strongest hook for attention, and shape the core idea that everything else can be built around — from press to content to internal rollout.
The result is a launch that has a defined point of view, a clear reason to be talked about, and a stronger chance of moving beyond your owned channels.
Who this is for
Brands in travel, hospitality and lifestyle with a significant launch on the horizon. It could be a new product, a new property, or a destination or experience being introduced to the world for the first time. Perhaps it’s a relaunch that needs to feel like more than a refresh.
You’ll recognise this if you’ve ever looked at your launch plan and felt that something was missing — that the assets were ready but the story wasn’t quite there yet. You can feel when a launch has weight behind it, when it’s thoughtful and unhurried, and when it doesn’t.
The approach
Every launch holds a story worth telling. Finding it means asking the right questions: what does this launch mean beyond the product itself? What tension or desire does it speak to? Who should be part of telling it, and why do they matter?
From there, the work is building a creative concept that carries that story with a genuine point of view, a press angle that has the potential to earn attention and a clear sense of how it translates across channels and formats. It’s the kind of concept that gives your team, your consultants and your PR contacts something they can clearly support and champion.
The result is a launch that doesn’t rely on volume or spend to be seen, but has a clear, compelling reason to be picked up, shared and talked about.
What you get
A launch narrative document — the complete creative concept designed to be briefed and built from, across every channel.
The core narrative
The story, angle and underlying ‘why’ that gives the launch meaning beyond the announcement.
A defined press hook
A clear, timely angle shaped for editorial attention — ready to be pitched.
A creative concept
The idea that holds the story together and gives people something to engage with and share.
A format guide
How the narrative translates across channels — from editorial to social to email — so it compounds rather than disappears.
How it works
A focused, collaborative project of four to six weeks. The pace is shaped around your launch timeline — immersion, creative development and a clear handover with enough runway to act on what we’ve built together.
This works best a minimum of four months out, with two months for this work to take place, and two months for you and your team to deliver it ahead of launch.
What this isn’t
This is creative narrative and direction, not execution. You leave with a fully conceived launch narrative and everything needed to brief your team or agency to bring it to life. The production, the pitching and the publishing sit with you.
Why this work matters
Most launches don’t fail because the product isn’t strong enough — they fail because they don’t give people a clear reason to pay attention.
In a crowded market, execution alone is no longer enough. Even well-designed, well-produced launches can pass by without landing, simply because nothing in the framing makes people stop, share, or talk about them.
The way a launch is shaped before it goes live has a direct impact on how far it travels. The angle you choose, the story you foreground, and the way it is introduced into the world all determine whether it becomes something people notice — or something that quietly disappears after the announcement.
The Launch Narrative ensures there is a clear idea behind the launch that earns attention, creates relevance beyond your existing audience, and gives people a reason to engage with it in the first place.
Investment
£3,250 + VAT
A focused investment in getting the story right before anything goes live.
The bigger picture
The Launch Narrative works particularly well when a brand already has clear positioning — giving the launch story a stronger foundation to build from. For brands still developing that clarity, my Applied Brand Positioning project is often the right starting point. And for brands who want to build a sustained storytelling system beyond a single moment, the Storytelling Engine is a natural next step.
These services are designed to work independently or in sequence, depending on where you are.
The Full Story (Applied Brand Positioning + Storytelling Engine): £5,800 + VAT
The Launch Pathway (Applied Brand Positioning + Launch Narrative): £5,600 + VAT
Next Steps
Get in touch to discuss whether the Launch Narrative is the right next step for your brand.
Email me to arrange a short introductory call.