Woodland Park

Brand and website refresh repositions Woodland Park

Briefed to not only breathe new life into a tired brand, but to also raise awareness of an independent holiday home park in North Norfolk, OneAgency created a stunning new brand identity that was sympathetic to its ethos and heritage. Our integrated team worked hard to roll out the brand into a stunning new website which focused on the park’s enviable location in North Norfolk.

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The stunning landscape of North Norfolk makes it the perfect holiday destination for anyone looking for a break you can take at your own pace. The region’s glorious coastline and bustling market towns make it a popular place to visit over and over again.

So naturally, many people see the benefit of investing in a holiday home here, allowing them the freedom of spending as much time as they like in the place they love.

Woodland Holiday Park offers just this: ownership of a luxury holiday lodge nestled in the gateway to North Norfolk.

But although the park itself has evolved drastically over the past 50 years, its brand remained stuck in the past.

And, with an on-site restaurant and leisure club with separate brands, consideration was needed to align them while ensuring they retained their own identities.

OneAgency was appointed to develop Woodland Holiday Park’s brand and put an ongoing strategy together to broaden its appeal.

The brief

Raising awareness and driving footfall

The initial task was to update and elevate the brand to appeal to a target demographic of females aged 50-70. But not only were we briefed on increasing interest in the holiday homes, but also raising awareness and driving footfall to the restaurant and leisure facilities which are open to the public, not just owners.

Our main objectives being:

• Increase brand awareness of Woodland Holiday Park

• Develop the brand and positioning to showcase the holiday homes as lifestyle investments

• Bring Marlings’ brand in-line with the Park’s new brand

• Increase footfall to Marlings

• Ultimately increase enquiries and sales of holiday homes.

Our approach

Capturing the essence of North Norfolk

We knew that the key to developing a memorable brand – and ongoing campaign – for Woodland Holiday Park would be to really shine a spotlight on the region and all of its gems, drawing out the lifestyle benefits of holiday home ownership in this fabulous part of the country.

We loved the idea of capturing the essence of Norfolk and what it means to own a property here. Norfolk is renowned for a slower pace of life, and when combined with a cosy lodge set in 80 acres of peaceful woodland, it seemed obvious to create a brand that exudes rest, relaxation and simple pleasures.

The rebrand

Your retreat, your Norfolk. A new identity that embraces nature.

First things first, with the park no longer offering their lodges as holiday rentals, we felt that having ‘holiday’ within their brand was misleading. With this in mind, our brand development recommended that the name evolve to be simply, Woodland Park.

The environment and nature is an important part of the park’s ethos as well as it featuring in the existing brand, so we wanted to make sure this formed a key part of the identity. We created a bird icon that embraces nature while also cleverly acting as a subtle ‘W’.

Drawing on the location of the lodges hidden away within woodland, we loved the idea that these lodges become ‘retreats’ for their owners, so a key line in the creative is ‘Your retreat, your Norfolk’.

We then addressed the outdated Marlings branding, using similar styling to Woodland Park. This time, we added an antlers-style icon to give a nod to the fact that the restaurant is named after the old gamekeeper on the park, Mr Marling.

Further to this, we created a comprehensive tone of voice document, to encapsulate how Woodland Park should be communicated. Plenty of warm, welcoming, soothing language to entice anyone considering investing in a park home.

Web design

As part of the brand refresh, we advised consolidating the three existing websites (the park, restaurant and leisure club) and creating a new site built in Wix. Descriptive and emotive – and fully optimised – copy brings the family-run park to life, while stunning drone videography captures the surrounding countryside and coast in all its glory.

Visitors can quickly and easily see the range of new and preowned holiday homes available while the on-site facilities are showcased within their own areas.