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The National Trust Developing a Visitor Experience Strategy
Strengthening Emotional Engagement with Norfolk's CoastlineIn a nutshell
The National Trust looks after over 70 miles of coastline along the Norfolk Coast. Heavily conservation-led but limited in proactive visitor engagement, they turned to A Different View to help steer them through the process of a visitor experience strategy.
A Different View worked with an internal project team to open up the discussion and form a plan of action to strengthen the emotional connection that visitors have with each touch point along this breathtaking coastline.
A bit about the National Trust
The National Trust exists to protect buildings, parkland, coast and country, really any place of historical or natural significance. As well as restoration, preservation and conservation, the Trust helps the public to engage with these places. North Norfolk in particular is brimming with history and natural beauty and is a magnet for tourists.
How did we get involved
The challenge for the National Trust on the North Norfolk coast was to share its sites with an ever-changing population, one with increasing demands on their engagement, and to do it in a sustainable way. We began with an audit and assessment of the touch points along the coast together with an assessment of the comparable and competitor environment. We then ran a series of stimulating and challenging workshops with the project team to arrive at a strategy that was both aligned to National Trust policy and visitor focused.
With the help of A Different View, the project team made key decisions about their aims for the future, including who their intended visitor is, what this visitor needs and wants and what kind of qualities the Trust’s brand and presence should have. What we came up with was a more co-creative and intuitive ethos that the team could then work to incorporate into all their activities, events and touch points throughout the region.
The National Trust team was ready to embrace change and decided that in order to deliver a more engaging, cohesive visitor experience, they had to change structurally, incorporating more volunteers and becoming a more organic, connected entity. They were able to make plans for the future that were ambitious and some that were immediately implementable.