A Dream is Realised Enhancing the Destination Marketing Potential of North East England

July 21, 2017

Blumilk is proud to have played a part in the dream team that helped brand and deliver an exciting addition to the rich heritage that is Northumberland National Park. A key ingredient of the Destination Marketing plan for the Park.

The Sill, the National Landscape Discovery Centre, opens its doors officially on 29 July, Located on Hadrian’s Wall, the UNESCO World Heritage Site, the £14.8m investment by the Northumberland National Park Authority is one of the biggest investments by any of the UK’s 15 National Parks.

Blumilk was commissioned to develop the name and the brand identity for the Sill.

The Centre is a joint venture involving the Youth Hostels Association, England and the Northumberland National Park Authority. And a key part in the destination marketing of the Park.

There’s a world class visitor centre, an 86 bed Youth Hostel providing the best in budget hotel facilities and services, space for a varied programme of exhibitions as well as a quality eating experience in the 90-seat restaurant. On top of that there’s a rural business hub, learning rooms and events space.

The Sill aims to encourage more people to experience all that a National Park and World Heritage Site can offer. Part of that experience is a special building. The Centre features a fully accessible living roof that offers visitors a ‘bird’s eye’ vantage point to view the magnificent local landscape.

Fabulous, Brilliant, Eye Opener

Blumilk Chair, Geoff Hodgson was bowled over when he visited The Sill on press day.

“The building is fabulous, the facilities have been so well planned and designed that they are brilliant. The best I’ve experienced in any Visitor Centre I’ve visited. And, I could never have imagined a Youth Hostel like this. It’s a real eye opener.” enthused Geoff. “I can see The Sill playing a key part in the Destination Marketing strategy not just for the Park but the region as a whole.”

How We Helped

Blumilk was commissioned to engage stakeholders in the naming and branding of the new venture. The conclusion was confirming an agreed name – the Sill. The Sill had been the National Park Authority’s ‘work in progress’ title of the project.

Blumilk felt that the Sill had a direct attachment to the locality. The internationally renowned geological feature – The Great Whin Sill – was a nearby landmark.

Blumilk also proposed the strapline – The National Landscape Discovery Centre – to underwrite the importance of the new development not only to its locality but to the UK as a whole.

Blumilk also created the brand identity for the new Centre following the Stakeholder engagement.

Find Out More

The Sill, the National Landscape Discovery Centre is located at Once Brewed, Northumberland. For more on this exciting new addition to tourism services in North East England visit www.thesill.org.uk.


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