Tourism Awards: winner of the marketing campaign of the year
8:30 a.m. March 11, 2022
08h48 March 11, 2022
Pensthorpe Nature Park is a family nature reserve located in Fakenham, Norfolk. It was created by Bill and Deb Jordan, who bought the estate from conservationist Bill Makins in 2003.
Home to over 1,200 different species, Pensthorpe allows visitors to connect with nature through interactive trails, bird hides and several walks.
In the summer of 2021, Pensthorpe launched its Secret Garden campaign, which combined storytelling, activities, social media and print to encourage visitors to spend a day in its 700-acre ‘garden’.
The Secret Garden Wildlife Trail took visitors through the park, allowing them to explore the sculpted gardens while engaging with interactive elements. Free activities such as diving in a pond, storytelling and crafts were also offered.
Calling the campaign both “creative and inclusive”, the judges praised Pensthorpe’s ability to engage an enthusiastic audience that needed a boost at a time when there were still many restrictions.
Natalie Douglas, Marketing Director of Pensthorpe Nature Park, said: “We’re going to celebrate with the whole team – every single person works so hard. The experience we produce is for the whole family and it is a pleasure to be nominated.
“Throughout the pandemic, we have given people the opportunity to enjoy playgrounds and gardens. And we also donated things like seed packets, so people could create the experience at home, while encouraging kids and families to send us their photos.
About the sponsor
Pear Out of Home is a major UK media distributor and owner. It specializes in print and affordable out-of-home materials for tourism, arts and heritage.
The team integrates digital and print solutions to help target the family, visitor, arts and sports markets.
Pear holds exclusive contracts for digital screens, posters and brochure distribution stands in supermarkets, transportation hubs and in the community.
Pear is also the only full highway service provider in the country – perfect for reaching staycationers!
Best of Suffolk – Highly Recommended
The best of Suffolk in Badingham’s Tried and Tested blog series, the team engaged with the public by showcasing one of their 380 vacation properties, which the judges said was “a great testament” to the power of add a human element to a campaign.
Potters Resorts – Highly Recommended
Potters Resorts in Great Yarmouth, Norfolk has continued to entertain its social media audience throughout the pandemic and various forced closures, gaining new followers and raising £20,000 for multiple causes.
The judges called it a “great example” of a commitment to an exemplary customer experience.
Jimmy’s Farm & Wildlife Park
In 2020, a new show took viewers behind the scenes with the staff and animals of Jimmy’s Farm & Wildlife Park at Wherstead, Suffolk.
The judges praised the company’s subsequent social media activity, which increased the longevity of the program’s impact.
RORR! dinosaur adventure
In 2021, RORR! dinosaur adventure in Lenwade, Norfolk staged the fake escape of his animatronic T-rex in order to attract summer visitors.
The judges said the countywide campaign showed a “really imaginative” use of a limited budget aligned with park goals.