This report captures the findings from a project for the Anglesey Column Trust (ACT). Our original three objectives for this project were:

- Providing a review of the overall strategy of ACT to ensure it is on the right path.
- Producing a report focused on developing the marketing of ACT to increase footfall and income.
- Creating an innovative sensory prototype to enhance customer experience as part of the marketing offering.

However, during the period of the project, ACT has gone through substantial change. Part of the change process included several areas that overlap with this project and, as a response, the project team refined their focus to include three streams of activity:

- Creating an innovative sensory prototype (a trail) to enhance customer experience as part of the marketing offering.
- Using the café as part of the sensory trail to highlight a contemporary interpretation of a heritage recipe which can be baked on site, or the recipe can be handed out to visitors to make at home.
- Producing a marketing report which links to the trail but also takes a wider view. This is achieved by using the two goals identified in the report to generate a marketing plan for the sensory trail.

The new focus supports two of the four aims highlighted in Wavehill’s (2024, Slide 6) interim evaluation, namely, ‘The dissemination of local and national heritage narratives.’ and ‘An enhanced tourism offer for the local area.’ This alignment is crucial for the success of the project.

We briefly report on each of the three streams of activity:
- The sensory trail.
- A heritage recipe.
- The marketing report.

We do by this by explaining the rationale of our approach, key decisions that were made and the content of the activity. Our focus on a sensory approach to heritage is driven by it being an innovative and important topic especially to safeguard Intangible Cultural Heritage (ICH). UNESCO (2023) define ICH as a sensory experience pertaining to any of the five recognized senses (visual, aural, olfactory, gustatory, and tactile). The sensory approach directly links to helping ACT develop an enhanced tourism offer.

We conclude by indicating that we would like to measure any impact emerging from the project over the next year and during the period that Wavehill’s will be evaluating ACT. In sum, we believe this approach is innovative and complements the changes that ACT is currently undertaking.