GOODWOOD TONE OF VOICE TO O L K I T
I N T RO D U C T I O N I N T RO D U C T I O N
This toolkit will help us think bigger and braver about writing for Goodwood. Our values are Obsession for Perfection, Real, Daring-Do and Love of Life “Toshould build ashine progressive focused business and the develop and they throughcustomer every piece of work. So evoke Goodwood Goodwood as a invite global the brand whilst authenticity, experience and reader to preserving feel the passion we feel. creating unique moments and delivering sustainable commercial performance in ansurprising exciting and place.� Goodwood has been the rewarding world for 300 years. Our job is not to write copy, but to tell stories that encourage people to make us a part of their lives.
TO T ON N EE O O FF VV O O II CC EE
G O O DWO O D Values Does it reflect Obsession for Perfection, The Real Thing, Daring - Do and Sheer Love of Life?
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D O E S I T T E L L C O M P E L L I N G S TO R I E S ? Nursery rhymes, fairytales, folk songs and legends endure because they make complex concepts easy to digest. Write infectious narratives and allow the story to do its magic.
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IS IT WELL STRUCTURED? Does it have a beginning, middle, and end? We take our readers on a journey to a specific place and point out things along the way. 
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I S I T B E A U T I F U L LY C R A F T E D ? Writing is as physical as it is intellectual. The way words are welded together, and their relationships to each other, generate absorbing reading experiences.
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D O E S I T M A K E YO U F E E L S O M E T H I N G ? We tend to forget what people said, but remember what we felt. If we don’t feel what we are writing, nor will anyone else.
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I S I T A N I N V I TAT I O N O R J U S T A L I S T O F I N F O R M AT I O N ? Our audiences are bombarded with information. We are inviting them to escape the hum-drum and enter the Goodwood bubble.
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D O E S I T H AV E A R I C H V O C A B U L A RY ? Generic phrases and repeated words suggest laziness and indifference to the reader. Articulating our ideas with a resourceful vocabulary will win us many friends.
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H AV E YO U U S E D F I G U R E S O F S P E E C H ? We spontaneously use metaphor, simile, alliteration and humour in our conversations. They add a visceral, tactile, and very human flavour to our writing.
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H AV E YO U E X P R E S S E D A POINT OF VIEW? Goodwood is not backward about coming forward. We say what we think. Be opinionated. Be thought-provoking. Readers love something to bounce off.
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D O E S I T C E L E B R AT E P L AC E A N D P ROV E N A N C E ? There is only one Goodwood. Our history is like an unfolding novel. Amplify it by contrasting contemporary with heritage.
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I S I T E D G Y A N D P L AY F U L ? We are not normal. We are an anti-establishment establishment. We love taking risks, and tempting people to run wild with us.
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DOES IT EVOKE AN EXPERIENCE? Goodwood is all about conjuring up intensive moments. Lead the reader by the hand to a state of mind.
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D O E S I T C O N V E Y L U X U RY WITHOUT THE CLICHÉS? Luxury is in the mind of the beholder. If we imply it through suggestion, the reader will project themselves into it.
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H AV E YO U S U R P R I S E D T H E R E A D E R W I T H A J U X TA P O S I T I O N ? Stating the obvious is boring. Spark imaginations with gentle ambushes and beautiful hiccups.
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IS IT MORE... OR LESS? The words we don’t write are as important as the words we do. Think of editing as panning for gold.
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IS IT OOZING CONTENT? Many organisations disguise their lack of substance with waffle, twaddle and prattle. We have incredible content. Go hunting for it.
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IS IT ONE RECOGNISABLE VOICE? We don’t change Goodwood’s character to appeal to different audiences. We speak to everyone in the same voice, but about different things.
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W I L L I T L E AV E T H E R E A D E R H U N G RY F O R M O R E ? The best stories never tell the whole story. Leave readers dangling with the promise of even better things to come.
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H AV E YO U D I V E D I N TO T H E W O R D B A N K S ?
Marketing is notorious for devaluing words through indiscriminate overuse. Our stories don’t need superlatives. No words are banned, but beware. Invent refreshing word associations that give old chestnuts new lives.
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GOOD WORD B ANK Adrenalin
Distinguished
Hurrah
Redefining
Adventurous
Dramatic
Idiosyncratic
Remarkable
Alchemy
Ebullient
Imaginative
Revelling
Anticipation
Eccentric
Immaculate
Rigorous
Aspirational
Edgy
Impeccable
Rolling
Attention to detail
Elegant
Impulsive
Rumbling
Authentic
Emotion
Indulgent
Rush
Authority
Endearing
Innovative
Sensation
Beaming
Engaging
Inspirational
Sensual
Beautiful
Enjoy
Integrity
Serene
Belonging
Escapism
Intimate
Sheer
Bizarre
Evocative
Intriguing
Sideways look
Bombastic
Exuberance
Itchy
Special
Brandish
Fabulous
Joy
Spectacular
Brave
Family
Lusty
Spirit
Brilliant
Fanatical
Magical
Splendour
British
Fantasy
Marvellous
Spontaneous
Cataclysmic
Fascinating
Mesmerised
Strutting-stuff
Cheeky
Ferocious
Meticulous
Surprising
Cherished
Fierce
Mighty
Thrilling
Choice
Flamboyant
Nerve-tingling
Tradition
Colourful
Flutter
Nostalgic
Tranquil
Community
Fulfilling
Off the wall
Twist
Complimentary
Fun
Outlandish
Unashamedly
Confident
Genuine
Outstanding
Uncontained
Contemporary
Glorious
Passionate
Unconventional
Cool
Glory
Perfect
Unforgettable
Counterintuitive
Grand
Pinnacle
Unique
Creative
Ground-breaking
Pioneer
Unspoilt
Dangerous
Heritage
Proud
Unsurpassed
Daredevil
High-octane
Quality
Vibrant
Daring
Historical
Racy
Witty
Daunting
Huge
Raunchy
Delectable
Humour
Real
N OT S O G O O D WO R D B A N K 2-4-1
Feasting menu
Promise
Warm welcome
A frisson of excitement
Find out more…
Promotions
Whilst
A great British summer
Fine dining
Read more
World-renowned
A magical step back in time
Floaty
Rekindling nostalgia
The wonderful world of…
A warm welcome
Follow us
Relaxed
Ace
Fusion
Relive the magic
Agile
Get it done
Renowned
Amazing
Grab and go
Rich and glorious history
Aspirational
Harking back to
Royalty
Awesome
High end
Sale
Back in the day
High net worth individuals
Sell-out event
Bespoke
Historical
Shrewdly generous
Best kept secret
Illustrious
Something for everyone
Boasts
Indulge yourself
State of the art
Boutique
Just over an hour from
Steeped in a rich history
Buy
London
Stunning
Buy one get one free
Legendary
Stylish
Celebrity
Magical step back in time
Sublime excitement
Classy
More info…
Super premium
Delicious
Mouth-watering
Superb
Delightful
NOW!
The brainchild of Lord
Discount
Perched high on the Sussex
March
Disparate
Downs
Through another lens
Eclectic mix
Perfectly compliments
Time travel
Enlightening
Petrol head
Toodle-pip
Enthusiasts
Pimms, Panamas and
Totally unique
Eye-catching
panache
Traditional
Exceptional
Plays host to
Ultimate
Exclusive offer
Plenty of attractions
Unashamed love of sport
Extraordinary
Posh
Unequalled
Fabulous
Pretentious
Unusual
Fancy dress
Priority
Urgent
Fashionable
Privileges
Value for money
Fast
Progressive
Wannabe
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T H E R E V I VA L It’s autumn on the Sussex Downs. A dogfight erupts over the Battle of Britain aerodrome. The air fizzes with an intoxicating mixture of roaring crowds, highoctane engines, and rock & roll. The Goodwood Motor Circuit has transformed into a theatre of glamour and danger. The world’s most valuable cars thunder round the track. It’s a spectacle of spine-tingling, wheel-to-wheel combat that echoes the golden-age of racing. Thousands of fans from all over the world come to strut their stuff. Marilyn Munroe jitterbugs with Amy Johnson. Marlon Brando and Mary Quant shop for Daz in a 1960s Tesco. Buzz Aldrin drinks pink Champagne with Alan Partridge. It’s a mixed-up, muddled-up, shook-up world. It’s addictive. It’s edgy. It’s like the best dream you never had.
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T H E G O O DWO O D H OT E L
The Goodwood Hotel began as an 18th Century coaching inn to accommodate guests visiting Goodwood House. As road and rail travel improved it welcomed tourists eager to see the Regency architecture, paintings and tapestries. The buildings evolved into the Richmond Arms, and this small country pub became a shrine for motor racing pioneers who shared Goodwood’s passion for pushing the boundaries of sporting experiences. The Hotel still buzzes with the spirits of Fangio, Hill, Clark and Hawthorn. Our meat, milk, cheeses and beers are produced on the Estate, and the juxtaposition of fine art and contemporary design embody Goodwood’s idiosyncratic appeal. Fly a WW2 plane over the Isle of Wight. Take an E-Type for a spin. Find your inner-self in a yoga class. Adventurous interactions inspire extraordinary experiences.
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THE KENNELS Nothing was too good for Goodwood’s hounds. The 3rd Duke built the ‘grandest doghouse in the world’ equipped with central heating 100 years before Goodwood House. The Charlton Hunt was the summit of social status and sometimes 50 Peers of the Realm could be seen riding out. Following a spectacular restoration, The Kennels is now Goodwood’s club where every object and heirloom has a story to tell. Georgian architect James Wyatt meets sculptor Anthony Gormley. The golf course bumps into the ha-ha. Wall to wall Penguins line the Music Room. The restaurant cooks good food grown on our farm. In summer our chef creates gourmet picnics. Come winter, you can roast your feet in front of the fire, while the kids wolf their way through the Puppies Menu. Make your dog a member and take him round the golf course. He gets his bowl. You get spoilt rotten. And we give all the money to charity.
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THE RACECOURSE The morning light tumbles over the tops of the Sussex Downs revealing the most beautiful racecourse in the world. The dawn chorus fills the air, soon to be replaced by the daunting sound of thousands of Goodwood race goers winning and losing, laughing and crying before the evening light takes ownership of the Sussex Downs once more. Unusual, complex, uphill, downhill, a tight right handed loop, severe undulations and sharp turns, this is a racecourse to be reckoned with and Goodwood has hosted horse racing and entertainment here since 1802. Unashamedly traditional and yet with confident eyes firmly forward, brash racing colours rush by impeccably chosen flashes of fashion and colour, luxurious scents fill the air as does that of an impeccably prepared lunch. An uncontained mix of sobriety as some study form and others realise why they should study form more, brushed away by the sounds of soft jazz on the Parade Lawn and a realisation that is all about having fun.
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COME AND JOIN US For centuries we have been welcoming you to our family home and the wider estate that is known as Goodwood
See . . . the sun setting over the Downs . . . the world’s most fabulous collection of cars . . . newborn lambs out on our green and pleasant pastures Hear . . . the thundering of hooves on the final furlong . . . the engines fall silent; a silence like no other . . . the roar of a Merlin Spitfire engine Taste . . . the organic grass fed beef . . . the melting Molecomb cheese . . . cordite in the air as the pheasant flee Touch . . . the spirit of aviation in our skies . . . the exquisite bodywork of a Silver Arrow . . . the stem of a crystal glass over dinner with friends Smell . . . four thousand penguins in The Kennels Library . . . the high of burning race fuel . . . freshly grated ginger in our famous Gunners cocktail
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HOME FARM... The seed of passion has grown into a way of life leading to a food revolution at Goodwood Estate.
As it’s heart, Home Farm supplies meat and dairy products to all areas of the estate. This resolution started by the Duchess of Richmond, grew from her interest in gardening where she recognised the need for sustainable farming. This passion has become so much more, the Duchess helped form the soil association.
Delicious food from our back garden Driven by passion not profit Wholeheartedly organic Passion for perfection Leaders not followers Field to fork Exquisite flavours Rare breeds Sustainable Love it, live it, eat it The heart of the estate
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M OTO R S P O RT & AV I AT I O N Could any place evoke the halcyon days of motor sport and aviation as well as Goodwood? The famous motor circuit has, since 1948, played host to the world’s most illustrious drivers and racing marques.
Today those legends live on through the internationally renowned Revival meeting, while the track also plays host to racing teams, enthusiast car clubs and manufacturers presenting their most up to date machinery.
An enthusiastic Aero Club is situated on the WWII airfield, immortalized by Douglas Bader and the band of “the few” who flew Spitfires and Hurricanes from Goodwood during the war, still inspiring the new pilots of today.
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F E S T I VA L O F S P E E D On the manicured lawns of an English stately home, the tranquil sophistication of a summer garden party is shattered by an ear-splitting wail, as a current Formula 1 car blasts up the front drive, barely visible behind a thick veil of tyre smoke. It’s a visceral assault on the senses; a juxtaposition of genteel heritage and violent modernity. The sheer scale of the automotive extravaganza in Goodwood Park is bewildering, yet the sense of intimacy and accessibility is palpable.
Members of the public rub shoulders with their heroes. The heroes themselves do likewise: Jenson Button is deep in conversation with Alain Prost; Lewis Hamilton shares a quiet moment with Jackie Stewart; John Surtees and Stirling Moss reminisce about the golden age. Around them, the world’s finest gathering of priceless racing cars and motorcycles adds authenticity to one of the great social occasions of the season. The Festival of Speed is unique. It is intoxicating. It brings motor sport history to life before your eyes, in three dimensions of glorious Technicolor.
. . . the ear-splitting scream of an F1 engine . . . one of the key social events of the season . . . visceral feast for the senses . . . rub shoulders with the stars
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GOODWOOD HOUSE What is the point of owning a house like this if you don’t share it? From its early days hosting grand celebrations for the landed gentry and royalty, Goodwood House has evolved into a place where the whole world is welcomed. From racing drivers to rock gods, corporate executives to newly-weds, Goodwood House is whatever you want it to be. A heady blend of art, architecture and culture, the house and its beautifully manicured grounds reflect the character and colourful history of the family who have made it their home for over 300 years. Goodwood House, where you can escape the ordinary. The stately home redefined.
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www.goodwood.com