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We invented a character called Chris Morris, an avid walking-holiday adventurer, who sent hand-written postcards to our customer base. Each postcard told a little piece of his story as he travelled the world, walking forgotten Incan trails or treading around the pool of a luxurious Arabian hotel.

The postcards contained a link to his Instagram and Twitter pages, which show photos of his beautiful feet in varying locations. From there, the customers could engage with Chris and steer him to other destinations that they liked or wanted to know more about - literally creating the story that would later come through their door.