Rubber Cheese, an award-winning digital agency, has developed a new website for a leading heritage and nature reserve site in East Anglia, UK.
A thriving 25,000-acre rural estate in north Norfolk, Holkham is home to the Earl and Countess of Leicester and their family, welcoming thousands of visitors each day. Rich in history and renowned for its abundance of landscapes, Holkham is also known for its progressive outlook and intention to become the UK’s most pioneering and sustainable rural estate.
Increasing engagement pre-visit
The new website, designed by Rubber Cheese, delivers inspiring visitor journeys that encourage users to dwell longer and discover more about the adventures on offer in the countryside and coastal location. Its creative and intuitive design aims to deliver increased engagement resulting in higher booking levels.
Through a Merac booking system API integration, the new booking journey utilises additional opportunities to improve the visitor experience by introducing upsells which are showcased after a date and time have been selected. Recommended upsells can even be specialised according to the visit itinerary, for instance, an event or activity that takes place on the same day.
Modernising a classic destination
The new digital marketing tool coincides with Holkham’s recent rebrand implemented by The Click, with Rubber Cheese using emotive content to assist website visitors in establishing an emotional connection with the venue.
Rubber Cheese managing director Kelly Molson says: “Holkham’s new website seeks to make a deeper emotional connection with the audience, creating a real sense of place.
“Exciting and inspiring people to visit, and delivering a much-improved booking journey to further enhance the visitor experience.”
“A beautiful website”
The modern-day estate comprises Holkham Hall, a deer park, and Holkham National Nature Reserve and beach, as well as a prosperous collection of businesses in the property, farming, hospitality and leisure sectors which employ over 250 people.
Lucy Downing, head of marketing at Holkham Estate adds: “Rubber Cheese stood out from the beginning, both in terms of their expertise in building intuitive websites for visitor attractions, and their inquisitive and friendly disposition.
“Not only have Rubber Cheese created a beautiful website for Holkham that more than meets the original brief, but they have also built a fully integrated and intuitive booking journey for visitors that is leaps and bounds ahead of what we had before.
“The passion and commitment Kelly has for her business, team and customers are remarkable. We are excited to be at the beginning of what we envisage to be an enduring partnership – something that is incredibly important to us at Holkham.”
The new attraction website can be viewed at www.holkham.co.uk.
Rubber Cheese has also been involved in the design of another East Anglian attraction’s website, Pensthorpe, as part of the reserve’s updated rebranding process.
Headline photo: Kieron Tovell
