Where are we now?
Over four million visitors enjoy the Park each year We use a range of marketing techniques to communicate
with current and potential visitors, and with stakeholders, partners and benefactors. We undertake
promotional activities throughout the year: seeking media opportunities, carrying out campaigns,
producing regular bulletins, updates and briefings, appearing at conferences, seminars and exhibitions – and
of course communicating all up to the minute information through our website..In addition, we produce
supporting literature for each key site and for the Park as a whole.
What do we want to achieve?
- To deliver a distinctive and memorable brand and identity that captures the core values of the Park, symbolises its uniqueness, and reflects its importance as a place to visit.
- To create a brand and identity that instills pride in those landowners within the Park
- To draw upon the London 2012 Olympic and Paralympics Games as a focus for increasing the profile of the Park.
How will we deliver?
For the whole Park
We will
- Prepare a comprehensive branding strategy that will help define an identity
and brand for the Park as a whole.
- Provide clear guidance on how the brand and identity of the Park Authority and our
estate will relate to the whole Park brand.
- Prepare design guidance for the visitor infrastructure throughout the Park
(e.g. signage, furniture, materials etc). It is important that this guidance should:
- Support the development of the Park as an integrated landscape entity.
- Reflect and celebrate local distinctiveness
- Promote the identity of the Park as a whole alongside individual landowner and manager
identities, so as to encourage them to adopt and use the brand correctly and effectively.
On our estate
We will
- Undertake a long term investment programme for new and replacement visitor infrastructure throughout our estate (to include signage, furniture, paths etc.).
- Implement operational rebranding (to include printed material, web pages, uniforms, vehicle livery etc.).
- Continue a range of marketing measures to build market presence and create further awareness of the Park brand.
Working with others
We will
- Work with landowners and managers within the Park to implement an approach to visitor infrastructure that promotes the Park identity as a whole (alongside those of the individual landowner and manager identities).
- Work with landowners and managers within the Park to develop a coordinated approach to the marketing of facilities, features and the visitor offer that is consistent with our Park identity and brand, and which meets a level of quality compatible with our standards.