The Lake District

The Brief: Lake District National Park (LDNP) manages England’s largest National Park and World Heritage Site, representing the businesses, communities and natural beauty spots within this leading global destination. LDNP welcome millions of visitors every year and needed to enhance the brand experience across multiple visitor touchpoints, especially within its chain of LDNP retail outlets.

Delivery: Insight with Passion undertook a full evaluation of the visitor offering, exploring all brand touchpoints from online to store experience, local facilities and product packaging. After identifying opportunities to enhance the brand experience and therefore profitability of all different visitor groups, the team developed a plan which would help LDNP better understand its consumer groups and provide a more tailored brand experience for each. Retail outlets were revitalised, service ambassadors developed and the whole product offering was reviewed, to ensure the opportunity to showcase local, high quality Lake Districtproduce, was fully maximised. Team workshops and training days carried out by IWP instilled pride and excitement in the entire LDNP offering, providing a boost to all staff across the organisation. These improvements in the entire LDNP brand experience meant that visitors from Britain and around the globe enjoyed a fantastic and memorable brand experience, tailored to their wants and needs, driving brand engagement and spend within all retail outlets.

Results: Within 6 months, LDNP retail stores reported an increase in turnover across every single outlet, increased basket spend and improved customer satisfaction and engagement.

The Lake District National Park visitor experience & marketing teams  have been working with Kate Hardcastle and her team for 12 months.  Our project’s mission was clear – to delight customers with brilliant customer service, a range of products that enhance their visit all within a retail environment that they would want to return to, time after time.  Kate’s expert understanding of the customer and the sessions she led with our team, enabled a revolution in our thinking about our messaging, our products and our retail environments.  Working with Insight with Passion has delivered a better customer experience, a more cohesive buying strategy and importantly, improved financial sustainability for the future of the National Park.


Tony Watson MCIM
Head of Commercial Services & Communications
Lake District National Park Authority