Northumberland National Park
Crowned BBC Countryfile National Park of the Year.
We were appointed by Northumberland National Park Authority in 2015. The brief focused on two key priorities: firstly, to promote Northumberland National Park as a unique and special place in which to travel, work, live, learn and play; highlighting the diversity of the Park’s cultural, historical and ecological offering.
Secondly, to raise awareness of The Sill: National Landscape Discovery Centre, a £14.8m visitor centre and a truly world-class facility and visitor experience in the heart of Hadrian’s Wall UNESCO World Heritage Site.
Our campaign across multiple media channels including local and regional press, consumer press and social media built anticipation towards The Sill’s summer 2017 opening and supported the in-house team in exceeding visitor number projections. Within two months of opening to the public, the Centre welcomed over 51,000 visitors.
Its performance far exceeded the National Park Authority’s original forecast, achieving almost half the expected visitor numbers for an average year. During 2016 we also delivered a wide-reaching media and stakeholder relations campaign, which resulted in the National Park winning a nationwide public vote to be crowned the BBC Countryfile National Park of the Year.