Where Slow Travel Meets Soulful Storytelling.

The Road Between Brands continues: a series celebrating the real marketing lessons happening far beyond big cities

Each month, we share an honest conversation with someone building something meaningful on the road, on the land, or inside a small business grounded in connection, place and purpose.

And this chapter takes us into the world of Stefanie Ash, founder and editor of Stay Awhile—a slow travel publication dedicated to uncovering the stories behind unique stays and experiences found well beyond the obvious destinations.

A former global travel writer turned storyteller-at-home, Stef made the shift from chasing far-flung locations to truly seeing what’s right in front of us. Through Stay Awhile, she captures the lived-in details, local characters and quiet magic that make a place unforgettable.

Her work is a reminder that some of the strongest brands aren’t built through big campaigns or bold claims, but through patience, presence and paying attention and that sometimes, the most powerful marketing lesson is simply learning how to let a place speak for itself.

What she noticed first

“Slow really does mean something out there. You notice how much communities rely on each other, not in a romantic postcard way, but in a real, everyday way.”

The stories that stick

“Always, always the people. A stay or a product might catch my eye, but the story only lands if the humans behind it are genuine, passionate, slightly obsessive… and have that spark that makes you want to root for them.”

What makes a place worth sharing

“I choose places with a point of difference, local experiences with tactile authenticity, and people who have something to say.”

What good content really looks like

“I love photography that’s tactile: steam rising off a kettle, the linen that’s slightly crumpled from an actual nap, hands slicing fresh sourdough instead of perfectly staged charcuterie.”

What makes regional stories memorable

“I’m drawn to places that lean into contradiction. Think luxury cabins built by families who still milk cows at sunrise… The storytelling that sticks is often that tension, sophistication alongside grit.”

What media actually wants

“Make sure you have a website (please) and pitch with personality, not a brochure. Tell us what sets you apart beyond décor: the origin, the land, the intention.”

What we love most about this story is how clearly it shows the power of thoughtful storytelling in regional brands:

• Lived-in details tell a richer story: It’s the creaky floorboards, the morning light, the neighbour’s dog, the things you only notice when you slow down.

• Media wants your voice, not your features list: Editors aren’t looking for dot points. They’re looking for perspective, point of view and a reason to care.

• Your story is the differentiator, use it: In a sea of beautiful places, it’s the why behind them that makes people stay, share and remember.

• Credibility begins with being easy to find: A clear digital presence builds trust before anyone ever books, visits or reaches out.

  
  

These are the reminders that great regional marketing isn’t about shouting louder, it’s about telling the right story, in the right way and letting it do the work for you.

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