Gin Palace

Manchester’s water palace Victoria Baths is set to host its first ever Gin Festival on Friday 27th, Saturday 28th and Sunday 29th March. In a weekend of tastings and masterclasses, you’ll discover new varieties (there are over 100 to try!) and learn the history of one of Britain’s favourite tipples. The ‘Males 2nd Class’ pool will be the setting for gin brands from around the world to showcase their products, from the London drys to flavoured gins. Industry experts will be on hand to recommend the best garnishes to sample with each variety, and to help we gin novices get …

Things That Matter

  “It doesn’t matter who they are, it’s where they are, what they are searching for and who they trust that matters” An event at MMU last week saw David Edmundson-Bird,  Principal Lecturer and Course Leader in Digital Marketing at MMU Business School making the very bold statement that Demographics are Dead. Forget age and demographic profile, it’s all about targeting behaviour, location and attitudes.  We should be building campaigns around what people do and when they do it, whilst appealing to their cultural values and lifestyle. Here are three take-aways from David’s lecture: 1.  Target Behaviour Targeting online behaviour, …

Pride & Joy and the Golden Era of Public Transport

Fido has been working with travel uniform clothing firm, Leisurewear Direct, to estabish a new name and identity for the business. From humble beginnings supplying team strips and brass band uniforms in the 1990’s, the firm has grown to become one of the most respected embroidered uniform and workwear suppliers to the UK bus and coach industry. Based on the border of the Peak District and Yorkshire and at the heart of coach manufacturing country, the new name needed to reflect the no-nonsense and down to earth values of its founder, Jane Drayton, who established the business over 10 years …

On the Tiles

  The curtain has been raised on the much-anticipated John Scott Gallery at Jackfield Tile Museum, featuring an awe-inspiring collection of over 1,500 British decorative tiles, donated by a remarkable private collector. Scott’s discerning eye for design and has brought together a collection that reflects the changing tastes of a nation over the last 150 years. Expect to see a roll call of prestigious design names, with highlights including Pugin’s Gothic Revival tiles rescued from the bomb-damaged Southwark Cathedral. Fido’s favourite? A set of tile panels denoting reading sections in WH Smith stores from the 1930s – a rare glimpse …

Top Gear

Whilst the summer comes to an end in the UK, Fido is gearing up for a new project with Hike + Bike the Sierras, an adventure holiday company based in Ronda, a historical town of Andalucia. Spain basks in 300 plus days of sunshine a year, making it the perfect place to take off for a cycling and walking holiday. Here’s what the company’s founder Heather Cooper had to say about ditching her 9-5 life in the UK and falling in love with the charms of rural Spain. How did the idea for Hike + Bike come about? After a …

Glorious mud?

Everyone from serious runners to fancy dressers will be preparing to get messy on Saturday 20th September, as the Shropshire Mud Run series hits the historic woodland of Hawkstone Park Follies. This is a 10K challenge in the park’s dramatic terrain of winding steps, steep crags and sandstone caves. Off the main paths there will be breathtaking climbs, hillside scrambles and natural obstacles to dodge, before the ultimate onslaught of the grueling mud trails (sounds easy enough, right?). Visit www.hawkstoneparkfollies.co.uk to find out more or to see what happened at last year’s Mud Run, check out www.fitnessexperience.co.uk/hawkstone-park-2013-official-video/

‘Living Dangerously’

An exhibition of photography by war hero Terence Spencer is coming to the new Shrewsbury Museum & Art Gallery this summer (19 July – 31 August). Terry had two audacious careers, first as a WWII fighter pilot and later as a celebrated photo-journalist for American magazine, LIFE. ‘Living Dangerously’ will showcase the work he did to capture momentous events from the swinging sixties and the rise of The Beatles to the horror of conflicts in the Congo, Vietnam and Northern Ireland. The exhibition has been curated by Terry’s eldest daughter, Cara Spencer, who was left a remarkable photo archive of …

V posh festival experience at Weston Park

V Festival’s northern home, Weston Park, has made a very special retreat available for this year’s festival (16 & 17 August) and for those of us in the Fido office who are not natural campers, this sounds like just the ticket! Knoll Tower, a Victorian Hunting Lodge, has just been refurbished as self-catering holiday accommodation and will be available for the first time at V.  It sleeps two to four, with the accommodation set over three floors that leads up to the top floor lounge, which enjoys panoramic views across the festival site. Guests will enjoy a festival experience like no …

Mind the Gap

A big thanks to VisitEngland for this week’s event at the International Festival for Business. It was great to see lots of friendly faces amongst the audience, all gathering to join the debate on the tourism divide between London and the rest of the country. London is booming, it’s a powerful and seductive force, an iconic brand that draws people in from all over the world. So is the rest of England destined to sit in its shadow? Or can we capitalise on its success and use it as a springboard for the rest of the country? Tourism Minister Helen …