10 Sep Brand Strategy and Art Direction for a Luxury Cotswold Tours Company

Established in 2002 as one of the first bespoke, luxury tour company’s in the Cotswolds providing tailor-made travel experiences for those visiting the Cotswolds National Landscape, CJP Tours is a family-owned operation run by husband and wife team Chris and Ruth.

As the Business Development and Marketing Manager for CJP Tours—and also the creative mind behind my own brand design and business consultancy—I’m delighted to share the story of our recent photoshoot. Organising this shoot was a wonderful opportunity to blend my expertise in brand strategy with my professional and personal connection to CJP Tours.

My aim was to capture the essence of CJP Tours’ luxury, bespoke tours through images that would truly resonate with our discerning clientele.

Working with the fabulous local photographer Charlotte Burn, we set out to capture the soul of CJP Tours in the idyllic setting of Lower Slaughter, one of the Cotswolds’ most enchanting villages. We wanted imagery that didn’t just show where we go, but how we go: with personalised attention, genuine warmth, and a seamless blend of luxury and local charm.

Setting the Scene: Lower Slaughter

Lower Slaughter was the perfect choice for this shoot. With its honey-coloured stone cottages illuminated as the sun went down and gentle stream running through, it epitomises the timeless beauty of the Cotswolds. For our clients, a visit to a village like this is about more than just admiring the scenery—it’s about immersing themselves in the stories, history, and hidden gems of the area, guided by someone who knows it intimately.

This is exactly what we wanted to convey in the photos: our guides engaging with clients, pointing out historical details, and sharing tales of local heritage. These interactions are what elevate a CJP tour beyond simple sightseeing, turning it into a rich, unforgettable experience. Through the imagery, we wanted potential clients to feel that warmth and expertise from the moment they land on our website.

Capturing the Experience: Lifestyle Shots

We began with lifestyle shots, capturing the journey of a couple through the village, guided by CJP tour guides, Chris and Andy. Playing the role of clients were Julie and Rob, who lent a touch of elegance and authenticity to the scenes. Some of my favourite images from the shoot are of the couple strolling through the village, visibly engaged as Chris points out architectural details or shares a story. These candid moments showcase the genuine connection between guide and guest, reflecting the personalised service CJP Tours is known for.

We then moved to the iconic Mercedes V-Class, one of our company’s luxury vehicles, for the final part of our shoot. This showed our ‘tour couple’ stepping in and out of the car at the stunning Slaughters Manor House, a quintessentially Cotswold setting that added a sense of grandeur to the photos. Our black Mercedes V-Class parked out front provided the perfect contrast against the Manor’s stately backdrop, capturing the luxurious side of our brand. Here, Charlotte also photographed Chris and Ruth, who stood alongside the vehicle, a reminder of the independent ownership, dedication and passion that drives CJP Tours.

We wrapped up with a few wide shots of the vehicles, both alone and with the Manor House as a backdrop, showcasing the elegance of our transport options and the sense of exclusivity we strive to provide. It was important to capture the sense of comfort and style that our vehicles bring to the experience. After all, CJP Tours is about ensuring that every moment, from start to finish, is infused with quality and care.

Showcasing the Team: Headshots and Group Photos

Beyond the client experience, I wanted to highlight the personalities that make CJP Tours special. Each member of our team brings a unique energy to the company, and this photoshoot provided a fantastic opportunity to showcase that. We took headshots of each team member with a soft, natural background to reflect approachability and warmth. The group photos, meanwhile, allowed everyone to interact in a relaxed and candid way, capturing the camaraderie and team spirit that clients feel when they tour with us.

As well as individual shots, we staged some group photos that reflect the welcoming, family-run nature of CJP Tours. Chris and Ruth, as co-owners, were captured together, whilst Ruth, Sarah, and I posed as a trio, embodying the close-knit, personal touch that sets us apart.

Bringing the Vision to Life

This shoot was about creating more than just beautiful images. It was about crafting a visual story that captures the feeling of a CJP tour—a story of connection, discovery, and luxury. From the laughter shared between guide and guest to the quiet beauty of the Cotswold landscape, each image is a window into the experience we create.

These photos will soon grace the CJP Tours website and social media channels, offering potential clients a glimpse of what they can expect. As a marketer, there’s immense satisfaction in seeing a vision come to life in such a way. And as a brand consultant, this project reaffirmed my belief in the power of authentic storytelling to elevate a brand.

Thank you to Charlotte Burn for her brilliant photography, and to the whole CJP Tours team for bringing their genuine passion and warmth to this project. It’s a privilege to work with family to share the magic of the Cotswolds with the world, one tour at a time.

Learn more about CJP Tours and their tailored tour services at https://www.cotswold-tours.com/