tourism website

Northumberland National Park




Northumberland National Park Authority (NNPA) wished to re-address its online presence through a website re-design and build. The brief was to bring the park to life, by increasing online visitors and park footfall, whilst developing the diversity of visitor (particularly focusing on the heritage, arts and cultural offer within the park) and revenues both on and offline.


The website design process started with a Digital Strategy Workshop with the NNPA team, which focused on identifying and profiling a set of website personas to target. Social media and the new website working together was a major theme. The design direction was to go for high impact, large-scale imagery that would be a feast for the eyes. The navigation structure we developed highlights the park’s attractions in a number of ways – a promo panel prompt area, a freeform search, a value-based search engine and an interactive map.

Indigo performed the following key tasks:

  • Digital Strategy Workshop

  • Persona Handbook

  • Mega menu navigation structure with editable content e.g. Top 10 Essentials

  • Holistic calendar for whole park

  • Interactive map (can be used as an app-type guide when used on-site on a mobile device)

  • Personalisation framework – login, create itinerary, mark favourites, comment and rate

  • Integration of external news and social media feeds

  • WordPress CMS Implementation


  • 5 Star review and site of the month in Web User Magazine

  • A highly engaging, audience-focused site which has attracted hundreds of people to sign up and take part in the community

  • Significant improvement of traffic and walks booked

Web User Magazine review:

“This marvellous site promoting the delights of the Northumberland National Park provides all the maps and info you need. Discover things to do, such as the Hethpool Wild Goat Walk; places to go, including Sycamore Gap on Hadrian’s Wall; and where to stay, from castles to campsites.”

John Riddle Chairman of Northumberland National Park said:

“Tourism is the lifeblood to many businesses in Northumberland. Increasingly visitors make decisions based on web based information. My Authority has invested funds to make an attractive website which showcases the attractions of Northumberland National Park. Working with a regional company, Indigo media, I am proud to see our website is fully compatible with smart-phones and tablets.”




TAGS : cultural website, responsive website, tourism portal, Tourism website, web

Add Comment


ONE North East, Shell LiveWIRE, UK Sport, Adidas, NHS, Newcastle United, Durham County Council, Business Link, NECC, Electrolux, Sir Robert McAlpine, RSPB



176 New Bridge Street
Newcastle upon Tyne

t: 0191 209 2100
f: 0191 209 5700





Next Previous


Such good news! NewcastleGateshead @NGinitiative will host the #GreatNorthExpo2018 ! The world is in for a reet treat :-)
Essential for #northeast parents NHS child health app by @indigo_digital an amazing potentially life saving tool https://t.co/8LbaJztQP3
something to do on your #InternationalCoffeeDay break - find £30M savings in #Newcastle budget with our online tool https://t.co/ufmzVwVM5n
what would you cut from #newcastle #budget using interactive tool dev'd by @indigo_digital #ThursdayThoughts https://t.co/ufmzVwVM5n
RT @LostboxNE: PLEASE HELP! Missing in #Jesmond #Newcastle. Recently rehomed, 16 years old and deaf so EXTREMELY VULNERABLE. RT! https://t.…
81 people so far have set #newcastle #budget using interactive tool dev'd by @indigo_digital what would you cut? https://t.co/ufmzVxdntX
live in the north east and take care of little ones under 5? download NHS child health app by @indigo_digital https://t.co/vsqycBtPTf
Parents in the #northeast should download the new NHS child health app developed by @indigo_digital #indispensable https://t.co/RLywqPowiQ
regional launch of @NHSEnglandNorth childhood illnesses app - we are proud to have helped to develop https://t.co/7FWmIQM6JN
RT @NGinitiative: Spectacular opening and closing events planned for #NewcastleGateshead bid to host #GreatNorthExpo2018 https://t.co/Pkgrr
Nice to get a mention as the developers of this brilliant app for #NHS :) https://t.co/awdgCLqdoj
3 design trends redefining the way we drive | Age of Design https://t.co/Qg4bKrufrA
RT @audienceagents: Good morning all! Read @penelopemills blog from day one of #amaconf https://t.co/g66NqerU0Q here's to another great day…
RT @penelopemills: Maybe the approach is to offer entry points for individual communities but with a vision of integration over time #amaco
Defining questions is the key to exploring data #amaconf another great geeky session 👓
#amaconf @sharnajackson yes! We love a loose creative brief and collaborating to fill in the tech blanks. Thanks for highlighting this 👍
#amaconf "2 rules - only enter data once and use it again and again" #whosaidthat #datageek
#amaconf #Soundbyte "a good crisis is a terrible thing to waste" #whosaidthat
#amaconf how beautiful Edinburgh is this morning. On with the first keynote from the also beautiful nina simon. Museum visionary!
#amaconf tweets are by our Audience Development Specialist, Caroline Greener, an experienced transmedia marketer https://t.co/5VQOiVlRFl

View our LinkedIn profile

Follow us on Twitter