Northumberland National Park is a 400 square-mile jewel in the North East crown. It is a living, working landscape with a commitment to ensuring that everyone has an opportunity to connect with nature.
As the park’s communications agency, we were asked to put together a strategy that would help them navigate visitors and residents through the unexpected challenges presented by the global pandemic.
Northumberland National Park is a 400 square-mile jewel in the North East crown. It is a living, working landscape with a commitment to ensuring that everyone has an opportunity to connect with nature.
Over a decade later, we continue to deliver innovative campaigns to create conversations about the brand across national, specialist, trade and regional titles, both in print and online.
Our challenge
2020 saw a range of challenges for Northumberland National Park – from managing the ever-changing government regulations on visiting the countryside and ensuring those living in the Park felt heard and safe – to asking record-numbers of visitors to be mindful of the environment, whilst encouraging them to recover with nature through the numerous conservation projects and initiatives within the Park. We built up special relationships with local and national journalists so that we could shine a spotlight on the Park’s unique stories (of which there were many!) Our in-depth knowledge of the Park meant we could offer exclusive stories and interviews that would reach a wide range of people with content that was relevant to them.
Our Results
We secured 15 pieces of regional broadcast coverage including BBC Newcastle and ITV Tyne Tees, as well as significant press coverage which included three front covers of The Journal and features in The Sunday Times and Daily Mirror. Our work also contributed to Northumberland National Park being voted as the best National Park in the UK by Which? Magazine in May 2021.
Our challenge
2020 saw a range of challenges for Northumberland National Park – from managing the ever-changing government regulations on visiting the countryside and ensuring those living in the Park felt heard and safe – to asking record-numbers of visitors to be mindful of the environment, whilst encouraging them to recover with nature through the numerous conservation projects and initiatives within the Park. We built up special relationships with local and national journalists so that we could shine a spotlight on the Park’s unique stories (of which there were many!) Our in-depth knowledge of the Park meant we could offer exclusive stories and interviews that would reach a wide range of people with content that was relevant to them.
Our Results