In simple terms, the RSPB’s destination marketing strategy is all about raising awareness of its “visitor offering” to new audiences and encouraging them to really engage and interact with the brand. Navigate CEO, Anthony Rawlins, likes to describe the plan more as an “interaction strategy” that will compel people to visit and really engage with the RSPB’s amazing reserves. “The RSPB is for everyone and our job is to show the nation, and indeed the world, what the RSPB is doing for nature, and just as importantly how they can interact with it.”
While it sounds simple on paper, creating a destination marketing strategy for such a large organisation is anything but simple. Especially when you realise the size, breadth and depth of the RSPB’s “estate”: it’s the fifth largest landowner in the UK, the largest nature conservation charity in Europe, and the fifth largest in the world. Add do thi the fact it’s 150+ reserves open to the public (223 in all) each offer something unique to visitors. Some reserves offer great accessibility to everyone. Others are geared towards families. While others still are for enthusiasts who want to explore the wilder side of nature. So any plan, , needs to take these wide variations into account.