Where Strategy Meets Storytelling
Salt & Signal was founded by Leanne Hemingway and Melissa Hawkins, two Dorset-based founders who share a passion for travel, storytelling, and helping local brands grow with clarity and purpose.
A marketing agency built in Dorset
After working together to grow Dorset Cottage Holidays into one of the region’s leading independent holiday agencies, Leanne and Melissa saw a gap in the market: travel and tourism businesses needed a marketing partner who truly understood the industry — and who could offer both consultancy-level strategy and hands-on delivery.
Salt & Signal was built to fill that space — a modern marketing consultancy helping destinations, accommodation providers, and experience-led brands turn moments into momentum.
Our approach
We believe good marketing starts with understanding.
We take the time to get to know your business — how you operate, who you serve, and what makes you different. From there, we create strategies that connect every stage of your marketing funnel, blending data, creativity, and commercial insight.
Our approach is grounded in collaboration, transparency, and measurable results. You’ll always know what we’re doing, why it matters, and how it’s performing.
No noise. No jargon. Just thoughtful marketing that works.
Meet the founders
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Leanne Hemingway
TECHNICAL DIRECTOR
Leanne leads the strategic and operational direction of Salt & Signal, bringing over 25 years of commercial experience from founding and growing Dorset Cottage Holidays into one of the region’s most successful independent holiday agencies.
With a background shaped by destination marketing and business development, she has a deep understanding of what drives bookings, loyalty, and long-term growth in the travel and tourism sector. Her expertise spans brand positioning, analytics, customer experience, and full-funnel performance.
When Leanne’s not developing strategy or reviewing data, she’s usually on her smallholding with her horses, spending time with her two children, or accompanied by Lucy, her Jack Russell and unofficial member of the team.
Leanne’s approach combines analytical clarity with practical insight — turning data into direction and helping brands build systems, structure, and measurable momentum.
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Melissa Hawkins
CREATIVE DIRECTOR
Melissa leads the creative and digital strategy side of Salt & Signal, working alongside a network of specialists in SEO, content, and performance marketing.
Before founding Salt & Signal, Melissa worked with national and international brands including Onefinestay, COYA and Qatar Airways, building expertise in luxury and travel marketing. She holds a degree in English with Publishing and an MA in Mass Communication and Editorial Journalism.
Outside of agency life, she’s the founder and editor of Disgraceful Magazine — a female-led publication recognised as a finalist by Santander’s Business Awards and featured by the BBC for its contribution to independent journalism. She’s also a guest lecturer in digital storytelling and brand building at universities across the UK.
Melissa’s approach blends creative intuition with strategic depth — pairing storytelling with data-led insight to help brands be seen, trusted, and remembered.
We’re proud to be based on Dorset’s Jurassic Coast — a place defined by its history, natural beauty, and sense of character. That grounding shapes everything we do: thoughtful strategy, honest communication, and a respect for the stories that make places special.
From our Dorset base, we partner with brands across the UK and beyond — from boutique stays and visitor attractions to national tourism organisations — helping them grow visibility, bookings, and brand loyalty through marketing that feels as authentic as it is effective.
If you’re a brand in travel or tourism looking for a marketing partner who understands your world, we’d love to talk.