The way we work with...
the English National Parks
Creating the experience brand for “the jewels in the crown of our beautiful countryside” to attract more overseas visitors.
From early 2018 and ongoing, our brief has been “…to create an emotional and motivational brand proposition that places England’s national parks on the international ‘must-experience’ list.”
We rapidly built a picture of our international audiences through an intensive programme of research, workshops, interviews and market testing.
… this is an absolutely fantastic piece of work. You have got to the heart of the project and understood and incorporated our comments at every stage. A huge thank you for producing such a high quality product for us.
Rosie Hancock-Pook | Communications & Marketing Manager | National Parks UK
The nitty gritty
We had to work within an extremely demanding timeline to fit with the international travel trade show calendar.
3 months from brief to delivery. This included the research programme, proposition development, international market testing, creative and design development, amends, production of identity and tone of voice guidelines, design and production of trade show collateral.
Scope of project covers 9 UK National Park Authorities, and the individual experience, food and accommodation providers within each park. We worked in close collaboration with least 5 other national organisations, including Visit Britain. Our market research was directed to two audience segments in the 2 international target markets, Australia and Germany.