A goal to create content to engage visitors.
Background
As one of the largest corporate landowners in the UK, United Utilities manages an incredible range of recreational sites across the North West. From scenic reservoirs to beautiful country parks, United Utilities wanted to enhance the visitor experience by providing a suite of content to help people enjoy the sites to their fullest.
The goal was to create content to engage visitors by sharing more information about the specific sites, and what’s on offer, and highlighting some of the other important work that United Utilities does alongside managing the water supply.
Strategy
In the early stages, a website audit was undertaken to assess what the current user journey looked like when people were exploring sites local to them, and how this could be improved.
A report was shared with United Utilities, outlining opportunities to bring more relevant content to the forefront, and make it easier for customers to find sites near them.
As part of the ‘discovery’ phase, we undertook calls with United Utilities’ Catchment Controllers (employees responsible for managing the sites), to better understand each site’s unique offering.
These calls provided valuable insight and an in-depth viewpoint from those who spend most time at each location, and also have direct contact with locals and visitors.
In developing video and audio content, we adopted a visitor first approach to highlight the benefits of being in nature. We used storytelling, to deliver powerful and emotive messages in our video work and podcast content.
The
results.
Launched during Mental Health Awareness Week in 2021, a podcast on Davyhulme Millenium Nature Reserve was released discussing wellbeing benefits of exploring the great outdoors.
The podcast involved a mix of contributors and notably included Rugby League World Cup mental health ambassador Robbie Hunter-Paul and ITV’s Kerrie Gosney as guest speakers.
Further podcasts have since been released, focusing on the themes of nature and partnership initiatives.
The video content was well received by the client and its customers. Gaining over 100k views.
100k
Video views.
