’S WALL WORLD HERITAGE SITE BUSINESS TOOLKIT 2 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 3

CONTENTS

PAGE 3 WELCOME 4 WHAT IS WORLD HERITAGE STATUS? 6 THE HADRIAN’S WALL WORLD HERITAGE SITE 8 HADRIAN’S WALL COUNTRY 10 WHY DOES WORLD HERITAGE STATUS MATTER TO YOU? 12 MAKING THE MOST OF WORLD HERITAGE STATUS 18 YOUR FREE MARKETING TOOLKIT 21 NEXT STEPS FOR YOUR BUSINESS ELCOME 23 LINKS AND OTHER RESOURCES

“This guide is intended to give “The World Heritage brand businesses greater insight into the provides us with an opportunity Hadrian’s Wall World Heritage to stand out in the crowded Site and how you can use this and competitive domestic and internationally known brand to international marketplace. The attract visitors, give them deeper phrase World Heritage resonates understanding and richer experiences with international visitors who see it and encourage longer stays and as an official mark of quality and a repeat visits.” signpost to places worth travelling to. World Heritage status is recognised Many local businesses are not aware throughout the world as a symbol of of the full extent of the Hadrian’s being authentic and very special – Wall World Heritage Site or of the the most interesting and special opportunities it can provide to bring places in the world! distinct business advantages. Being a World Heritage site is a This toolkit will help guide you how tremendous accolade – the world to make the most of World Heritage, Did you know? heritage family is small and to using the stories and landscapes The Hadrian’s Wall World Heritage Site is over 150 miles be part of it is something all of Hadrian’s Wall as a powerful long, from Roman fort at at the communities along Hadrian’s Wall backdrop that can help you grow mouth of the Tyne to the Roman fort at Ravenglass down can be very proud of. Being so rare, your business and give visitors the Cumbrian coast. There are eleven Roman museums so important and so interesting is richer experiences.” and attractions, each offering very different visitor also a tremendous draw for visitors from all over the world.” Colin Glover, Leader, experiences. Find out more at hadrianswallcountry.co.uk City Council Lady Jane Gibson, Chair, Hadrian’s Wall Partnership Board 4 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 5

WHAT IS WORLD HERITAGE STATUS?

India’s Taj Mahal, , Machu Picchu, the Pyramids of Giza in Egypt, the Statue of Liberty, the Tower of World Heritage Sites in London, the Great Wall of China, and Hadrian’s Wall Newcastle airport are all World Heritage Sites. Did you know? Port of Tyne The soldiers who garrisoned Hadrian’s Wall World Heritage Sites are places, buildings or landscapes the forts along Hadrian’s Wall Carlisle Airport and Cathedral that are considered by UNESCO (the United Nations and many of the civilians who Economic Scientific and Cultural Organisation) to be of provided them with services National Park and Studley Royal Water Gardens outstanding international value for everyone on earth – came from all over the Empire, Village Port of Hull irreplaceable as sources of inspiration, information and from North Africa and Syria Heysham Port understanding about our planet and the story of our life as well as Spain, France, the Netherlands, Germany and as humans. Maritime countries along the Danube. Mercantile City There were very few people Being a World Heritage Site has the potential to bring from Italy along Hadrian’s Wall! Liverpool Docks and Airport important economic benefits. World Heritage Site status is recognised internationally as a mark of outstanding Manchester Airport international interest and quality; it provides a quality assurance and proof of distinction which attracts visitors from around the world.

Benefits of World Heritage Site Many of us, visitors, local people and status for tourism businesses, take Hadrian’s Wall for granted without really understanding n  World Heritage designation is seen its international interest and as an international quality brand, significance, the story it represents so businesses can use it as a ‘quality or what the World Heritage Site assurance’ for visitors actually comprises. n World Heritage Sites tend to attract Like Rome, Hadrian’s Wall was not higher spending visitors interested built in a day, and it didn’t stay the in culture, enhancing the profile same over the lifetime of its use. of the area and potentially Like modern frontiers, the role of bringing significant ‘added value’ for Hadrian’s Wall and the way it was local businesses used changed over the 300 years of Roman occupation of northern Britain n World Heritage designation (300 years is about the same amount enhances the image of a of time as between today and the destination, emphasising its reign of Queen Elizabeth I!). uniqueness, authenticity, local character, identity and culture 6 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 7

Many of the best preserved sections of Hadrian’s Wall are located between Lanercost THE HADRIAN’S WALL to the east of Carlisle, and Corbridge in . However, there is lots to see in other places too including remains of the Wall itself, forts, bath houses, WORLD HERITAGE SITE signal stations, bridges, fascinating museums with modern displays and full scale reconstructions of Roman buildings. Hadrian’s Wall is not alone! It forms part of an international World Heritage Site that is called The Frontiers of the . Currently this includes the Roman land frontiers - Hadrian’s Wall, the in Did you know? and a 550 km long frontier in Germany, built between the Hadrian’s Wall was abandoned Rhine and the Danube rivers. The river frontiers along the 25 years after it was built and Rhine and along much of the Danube are scheduled to a new wall, this time of turf, become part of the World Heritage Site in 2020. built far to the north, on the edge of the Scottish Highlands. That wall, the Antonine Wall, The Roman frontier is the largest The frontier was not an impregnable was also abandoned around monument of the Roman Empire, barrier: it controlled and allowed 25 years later, and Hadrian’s one of the world’s greatest ancient the movement of peoples, allowing Wall repaired and the forts empires. The frontier reflects the Roman culture to be transmitted re-occupied. © Andrew Heptinstall © Ancient Britain © Archives and Museums power and might of the Roman around the region and absorbing Empire and the spread of Roman influences from outside its borders. culture which has shaped much of For almost three centuries, Hadrian’s Hadrian's Wall Classic Hadrian's Wall European culture, language, legal Wall was a vibrant, multi-cultured Key in Hadrian's Wall on Tyneside systems and religion, not to mention frontier sprawling some 80 miles Hadrian’s Wall Country Perhaps the best preserved, most The stretch between Greenhead You don’t need walking boots and roads, drains and bath houses! The coast-to-coast with a further 70 miles complete and most easily accessible and Corbridge is the most visited outdoor gear to see stunning remains reflect the complexities of of coastal defences in West Cumbria Line of Hadrian’s Wall section of Hadrian’s Wall lies part of Hadrian’s Wall. Major remains of the Roman frontier the Empire, the diversity of cultures as a defence against raiders and to between Banks (just east of attractions include the Roman here – just take the metro! and peoples it contained, the scale of protect seaborne supply routes. Other Roman sites Lanercost) and Gilsland, including Army Museum, the Roman forts Segedunum Roman fort at Wallsend trade and communications and the (part of the WHS) the Roman fort at Birdoswald with its at , Housesteads and is the only place where you can see complex economy. Other Roman sites new, family friendly displays. Remains Chesters, Corbridge Roman town a full scale reconstruction of the (Not part of the WHS) include forts, , turrets and and the Northumberland National Wall alongside recently excavated Major roads the only section of turf wall, all set Park’s new Landscape Centre at original remains while at Arbeia Railway line in rolling wooded countryside. West The Sill. Many of these Roman Roman fort in South Shields you can NORTHUMBERLAND To To Edingburgh of Carlisle, along the Solway, you can attractions are set in the dramatic see stunning reconstructed Roman NATIONAL PARK M6 NEWCASTLE trace the Roman frontier through landscape of the Northumberland buildings including the West Gate, Bewcastle UPON TYNE Arbeia attractive villages and seaside towns National Park. the Commanding Officer’s house Roman Fort Roman Fort drian’s Wa Ha ll with significant Roman remains and a barrack block. The Hadrian’s Corbridge at Senhouse Roman Museum in Wall Gallery at the Great North Roman Town CARLISLE SUNDERLAND Maryport and at Ravenglass. Museum displays one of the most important collections of Roman Roman Fort objects in Europe. DURHAM Milefortlet 21 NORTH Maryport Roman Fort AONB Binchester IRISH Roman Fort SEA Did you know? M6

Moresby A1 It’s not just about soldiers and fighting! Evidence displayed and Roman Fort DARLINGTON LAKE DISTRICT explained at the different Roman attractions includes daily life, NATIONAL PARK culture and identity, writing and language, women and children, arts and crafts, international trade and transport, exotic food and drink Ravenglass YORKSHIRE DALES To ork, Leeds and connections with the modern world. Roman Fort NATIONAL PARK and The South 8 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 9

HADRIAN’S WALL COUNTRY – ITS NOT JUST THE ROMANS!

stay longer and return. Uniquely Outstanding Natural Beauty is famed northern England and have left their These stories are brought to life at Hadrian's Wall Country for a heritage site, travelling and for its wildlife and the beauty of its Fascinating history traces in many local place names. attractions such as Carlisle Castle, movement are key to the Hadrian’s coastal setting. Seaside towns such as Maryport Lanercost Priory, the Sill and the ‘Hadrian’s Wall Country’ is the brand Wall experience. and culture and Whitehaven were once thriving Discovery Museum in Newcastle. used to promote the Hadrian’s Wall East of Carlisle, rolling green fields, maritime centres linked to trade with The network of welcoming World Heritage Site. It covers the The story of the ebb and flow of hills and woodlands extend out the United States while Newcastle communities and market towns adds area approximately ten miles north the border between England and to Birdoswald and the start of the has a world-wide reputation for its further depth and variety to any visit. and south of the Wall and ten miles in Stunning Landscapes Scotland, fought over by Kings and Northumberland uplands. From here nineteenth century shipbuilding and from the Cumbrian coast. The words Queens for centuries, and home The landscapes through which the the Wall runs through the dramatic innovative engineering. ‘Hadrian’s Wall Country’ let visitors of the Border Reivers is one that World Heritage Site runs include landscape of the Northumberland know there is much more to see both fascinates and yet is poorly some of the most beautiful and National Park with its heather Farming and industry have helped and do along the Wall, adding to the understood by visitors. A common special countryside in Britain. The moorland and rocky outcrops while shaped the landscape along Hadrian’s Roman story. This adds value, depth misconception is that Hadrian’s Lake District National Park in the west to the south lie the hills of the North Wall. Today many farmers help look and variety to any visit, creating richer Wall still marks the border! For is now also a World Heritage Site, Pennines Area of Outstanding Natural after and protect the World Heritage experiences for the visitor. Hadrian’s many visitors there are captivating renowned for its spectacular natural Beauty. The cityscapes of historic Site and its landscape through Wall is the hook that catches the connections to their own countries, landscape of mountains, valleys, lakes Carlisle and Newcastle with its traditional farming practices. visitor’s interest, but the variety and whether it’s the Reiver families and woodland, for the traditional nineteenth century Grainger town and Their story too is an important part depth of the surrounding landscapes, who gave their names to American ways of life and for inspiring the modern Quayside complement the of the visitor experience along their stories and their welcoming presidents and lunar explorers or whole idea of conservation. Further beauty of the surrounding countryside Hadrian’s Wall. communities encourage visitors to Viking pioneers who once controlled north the Solway Coast Area of – there is so much to be proud of! 10 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 11

WHY DOES WORLD HERITAGE STATUS MATTER TO YOU?

Top five reasons to get involved:

People are interested The World Heritage 1 and intrigued by World 3 brand makes the north Heritage status, so being of England a more desirable associated with a World place to live and work. This Did you know? Heritage Site makes you helps attract and retain talent, Tourism generates more attractive to potential leading to more entrepreneurialism significant spending in local customers. This globally recognised and combating skills shortages in accommodation, retail and brand resonates most strongly challenging times. Some businesses hospitality. World Heritage with international markets and is a are already helping to protect our status gives you the chance fantastic badge of honour to help vital traditional skills by investing to attract higher-spending, raise your profile and competitiveness. in apprenticeships and on-the-job longer-staying national and It may even open up new markets for training. international tourists who you to export your products. respect the heritage and Having this prestigious landscape and seek to gain © Tyne and Wear Archives and Museums It has been proven that status can attract more 4 a deeper understanding and cultural visitors spend funding and investment for 2 connection to it. more than other tourists and the region’s future, leading tend to stay longer. It’s been to improved infrastructure and At the same time, World estimated that just a small increase accessibility, a boost in business Heritage status has a positive WHY DOES WORLD HERITAGE in ‘cultural visitors’ spending more on confidence and greater opportunities impact far beyond tourism. accommodation, food and drink, and for you to grow. Food, farming and other rural STATUS MATTER TO YOU? leisure activities could give a massive businesses across Hadrian’s boost to our local economy. (SOURCE: You can take immense Wall Country can also actively Because Hadrian’s Wall is so long and cuts across many different areas it can be difficult use the accolade. That may be Rebanks Consulting Ltd and Trends Business 5 pride in having an to obtain accurate visitor figures. We do know that the eleven main Roman attractions Research Ltd) internationally recognised through marketing activities, upskilling staff or creating along Hadrian’s Wall attract around 1 million visitors every year, that over 12,000 people World Heritage Site on your walk the full length of the Hadrian’s Wall Path every year and that hundreds of thousands doorstep. new products, services and The status can help more people come walking for the day, go cycling or simply come to enjoy the dramatic generate a renewed sense of civic innovations which help countryside and the vibrant historic cities. pride and you can tap into a range of retain customers and tap into new opportunities to engage with your lucrative new markets. local communities, from events and We know too that over 450,000 World Heritage status isn’t just about World Heritage status makes the education projects to local history and people visit the Hadrian’s Wall tempting more people to visit, it is region more authentic and desirable food and drink initiatives. Country website each year of whom about encouraging them to delve to visitors, as they prioritise places to around a half are new users, that deeper into why Hadrian’s Wall and visit where they can be confident of around 45% of these are international Hadrian’s Wall Country are special. the special interest and the quality of visitors including many from the USA, We want them to understand more the experience. This can add value to Australia, Canada, Germany and the about the place, grow their emotional your business because cultural visitors Netherlands and that over 20,000 connections and hopefully contribute from overseas on average spend more walking guides are downloaded each more – in terms of money, spreading than other categories of tourist. In the year. The Roman attractions are all the word and acting as ambassadors domestic market, cultured couples four and five star rated on Tripadvisor for us all. and cultured families are also higher and the Hadrian’s Wall Path is the spending segments and Hadrian’s most popular of the UK’s National Wall Country has a strong list of Trails. Visitor surveys show that World assets and attributes that appeal Heritage Status is a major draw for to these audiences. visitors, especially internationals. 12 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 13

MAKING THE MOST OF WORLD HERITAGE STATUS Thinking about what Hadrian’s As a business, it’s easy to forget that our dramatic landscape Wall and Hadrian’s Wall Country and rich cultural heritage are envied across the world and have to offer is a great starting really do have the ‘wow’ factor. The question is, how can you point for enriching visitor turn this to your advantage and make a positive impact on experiences and developing your your bottom line? business. Could you develop a higher The truth is, World Heritage status does not come quality, broader offer for visitors with a blank cheque - it is what you make of it! with special World Heritage and Hadrian’s Wall Country themed Get involved Be a shining example experiences? n Farm stays and tours The first step is to find out more As a business in - or close to – a World about World Heritage status and Heritage Site, you join an elite network. n New guided tours, featuring ask yourself how your ‘story’ as a So make sure you look closely at what fully immersive experiences: business contributes to the wider other businesses are doing and seek • Photography or drawing World Heritage story. Incorporate the out the support and resources that are tours through inspiring Hadrian’s Wall Country brand (p18) available to you (p13 & p23). landscapes into your existing marketing activity Visitors are increasingly concerned and use this rich content to develop • Tours with foreign language Highlight Hidden Gems about the environment and like to your sales pitches and articulate your commentary, delivered know they are helping to look after Promote the whole of Hadrian’s tab (hadrianswallcountry. unique selling points. by a smartphone app and the special places they visit. Consider triggered by GPS Wall and Hadrian’s Wall Country. co.uk/-wall) and Does your business have any particular how your business is working in a Despite our best efforts, in the ‘history’ section connections to the World Heritage Site sustainable way to help maintain and • Themed, self-guided walks, many visitors come with little (hadrianswallcountry.co.uk/ or to some of the other fascinating protect the World Heritage Site and in conjunction with a new understanding of the extent history). Explore the information stories of Hadrian’s Wall Country, the landscapes through which it runs. app or guide book of the World Heritage Site, the under ‘About Hadrian’s Wall’, through your location, the buildings Crucially, tell your customers what • Wildlife watching number and variety of Roman ‘Life on Hadrian’s Wall’ and you occupy or your family name? If so, you are doing! Perhaps you are using experiences attractions, what and where ‘Roman Experiences’. how can you use this information in renewable power sources, working to visit, or the rich variety of • Mindfulness and Under the ‘Visit’ tab you’ll your communications with customers with specialist local suppliers or landscape and heritage that meditation breaks find suggested itineraries Hadrian’s Wall Country offers. to provide a more personal, authentic encouraging staff car-sharing to cut which enable visitors to And the list goes on…. By being well informed and message? If not, it’s still important down carbon emissions. explore the whole length to engage with staff to build their interested, you can encourage You may even want to actively n Introduce visitors to of the World Heritage Site knowledge and awareness of what it visitors to explore beyond the champion a green cause by making local heritage traditions (hadrianswallcountry.co.uk/ means to be a World Heritage Site. Like traditional ‘honeypot’ locations a contribution to a suitable trust and skills: visit/itineraries) – you can you, they are all potential ambassadors and use your local knowledge or foundation or volunteering for use this to suggest your own for our special part of the world. • Looking after the World to position yourself as an expert conservation work, helping to look favourite places to visit. There’s Heritage Site and its and help inspire your customers There are lots of Roman themed after Hadrian’s Wall and Hadrian’s a wide range of walking and landscape about the ‘secret’ places to go. events taking place across Hadrian’s Wall Country for future generations. cycling routes available too Wall every year alongside hundreds Again, don’t forget to tell people • Local farming traditions: Pages 6 – 9 of this guide give (hadrianswallcountry.co.uk/ of annual community-led events and that you are doing this, so you can sheep shearing, hedge you a start, but you walking/walking-routes, activities which showcase the local maximise potential opportunities for laying, drystone wall can find out more on the hadrianswallcountry.co.uk/ area, maintain traditions and educate positive PR and publicity. Encouraging building, sheep dog handling Hadrian’s Wall Country website. visit/cycling). And don’t visitors. Find out what is happening, people to use sustainable transport • Conservation: path You can find lots of interesting forget the Hadrian’s Wall Bus when and where and communicate options whenever possible, such as the restoration, wildflower and unusual facts and stories (hadrianswallcountry.co.uk/ this information to visitors. Hadrian’s Wall Bus, is one way you can planting, tree conservation under the ‘Hadrian’s Wall’ travel/bus)! champion sustainability. 14 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 15

HOW ARE OTHER © The Halston BUSINESSES USING WORLD HERITAGE STATUS?

© Ancient Britain © Andrew Heptinstall © Shepherds Walks Holidays

Businesses of all sizes, from all sectors and from all areas across Hadrian’s Wall Country Ancient Britain Saddle Skedaddle Shepherds The Halston is a Hotel can associate themselves with the World At Ancient Britain we use activities and Saddle Skedaddle is the UK’s Walks Holidays The Halston is a Hotel, apartment Heritage Site through the Hadrian’s Wall traditional skills to help people connect largest independent cycling holiday and event space in the heart of Country brand and add real value to an to the landscape, the environment, and specialist, with its headquarters in Shepherds Walks Holidays is an Carlisle. They target a variety of array of local services or products crafted our shared cultural heritage so people Newcastle and 24 years experience established local business providing walkers and cultural visitors, providing in the region. develop a better relationship with the organising both guided and self- guided, self guided and bespoke accommodation and restaurants. world around them. Using the finest guided holidays worldwide. Opening walking holidays. Their bestselling “Having a UNESCO World Heritage storytelling on our tours we create links the ‘Hadrian’s Cycleway’ route from walking holiday is following the These associations are not just through Roman themed Site on our doorstep is a massive to our predecessors. Their tales echo Ravenglass to South Shields helped ‘Hadrian’s Wall Path National Trail’ products but link to the overall ethos of looking after draw for many of our guests. There’s a across time, as we find traces of them them grow their business and is one along the length of the wall. the environment in a sustainable way, emphasising local huge opportunity for local businesses etched into the landscape. of their most popular routes. products and distinctiveness. Some examples are given “What makes us so special is that to take advantage of the hundreds below and may inspire you to think creatively about how “We have responded to what resonates “World Heritage is a real draw for all our holidays are created from a of thousands of people Hadrian’s you can use these associations to grow your own business. with our guests, and to their reason our customers and cycling and Shepherd’s perspective, looking at Wall brings to the North of England. Can you expand your range of products and services, for visiting the area. Hadrian’s Wall has walking add an element of adventure and appreciating the landscapes that Our proximity to the Wall allows us inspired by associations with World Heritage status, become the main focus of our activities. that today’s visitors are looking for. we live and breathe and embracing to partner with established walking Hadrian’s Wall and the special character of Hadrian’s Hadrian’s Wall provides an amazing Hadrian’s Wall has great infrastructure local cultures and traditions. tour companies, bringing us direct Wall Country? opportunity to engage national and with Hadrian’s Cycleway and the We make sure all our staff know the accommodation bookings and groups. international visitors. On an international National Trail and lots of other best and most interesting stories We’re able to market ourselves n Named beers or themed foodie products level UNESCO World Heritage Sites are local cycling and walking routes including all the hidden secrets that towards a wide range of visitors – n Premium priced locally produced farm products sought out to visit. When you live close that feed off these. With the recent many visitors and guides don’t pick the adventure seeker, history lover, up on. We tailor our walks and our n Arts and crafts and souvenirs, from paintings and to the wall it is easy to take for granted. investment in the many museums established walker, rambler.” If you have travel thousands of miles and and heritage attractions Hadrian’s information for our customers and postcards to mugs and personal mementos Claire Hughes, Business Manager, it is the only time you will ever visit the Wall is a world class destination we provide a complete service.” n The Halston Soft furnishings, clothing and accessories which wall, then it becomes very special.” with lots of potential to attract more “Heritage and conservation are at use local materials and craftsmanship international visitors. There are “Hadrian’s Wall is already well known, the heart of what we do, so having real opportunities to develop and use this when prompting your offer. the kudos of World Heritage status promote customised packages for Show photos of Hadrian’s Wall on your has been very valuable for us, cultural tourists who like a bit of website. Add links to Roman Forts, particularly when it comes to adventure and to experience the tour guides and walks along the wall. enticing US visitors.” people and places they are visiting” One of our best social media posts was Jane Monks, of a photo of the farmer moving his Paul Snedker, Saddle Skedaddle Shepherds Walks Holidays sheep down the road. The sheep were surrounding our car. We titled the post ‘rush hour in Northumberland’. It had more likes and shares than our blogs which we spend a lot of time on. Look for what is special around you.” Kevin Robson, Ancient Britain 16 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 17

MAKING THE MOST OF WORLD HERITAGE STATUS

© Lanercost Gateway

© Four Wynds Hadrian's Hadrian's Holidays and Wall Gateway Hadrian's Holiday Tours Hadrian’s Wall Gateway at Lanercost Hadrian’s Holidays and Hadrian’s is a visitor information point and tea Holiday Tours are businesses run by room which provides a gateway to Catherine and Nigel Jarvis offering some of the most spectacular and luxurious garden B&B lodges for guests well preserved sections of the World along with tours and courses. The Heritage site for visitors coming World Heritage Site provides 95% of from the west. their customers. “We saw the opportunity to develop a Catherine trained as a Hadrian’s Wall World Heritage Information Point and guide, giving her the skills to lead tours tea room at Lanercost. Many visitors and a recognised qualification. She arrive from the west but there was now offers tours in different languages nowhere they could find out what on many different aspects of Hadrian’s there was to see and how to get to it Wall and the history, culture and while the idyllic setting of Lanercost ways of life of the surrounding area Priory provided a natural location including ‘off the wall’ topics such as for a first class tea room.” Roman signalling systems and a range of language courses, including as “The ‘World Heritage’ link is a real well as three modern languages. hook for our visitors. We worked closely with the Hadrian’s Wall “Hadrian’s Wall and The World Heritage partnership to develop the Information Site provide us with internationally Point and keep it up to date, to ensure recognisable names with which to we are providing useful but also associate our business. Just two words unusual information and stories to and millions of people around the captivate our visitors” world know approximately where we are located. The images of the Wall Victoria Farley, are equally effective. This gives our Hadrian’s Wall Gateway at Lanercost business a huge positive effect in our marketing” Catherine and Nigel Jarvis, Hadrian’s Holidays and Hadrian’s Holiday Tours 18 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 19

YOUR FREE MARKETING TOOLKIT

A range of downloadable This free marketing ‘toolkit’ will The logo can be used alongside a logos and materials that you help you make the most of all of range of active words, such as: ‘Made can use on your website and the opportunities that the Hadrian’s In,’ ‘Caring for,’ ‘Work,’ ‘Love,’ ‘Visit’ social media channels are Wall Country brand provides. and ‘Enjoy’. It has been designed to available to use now. What’s Visit hadrianswallcountry.co.uk/ be simple, but distinctive. It can also more, they are quick and hadrians-wall-management-plan/ be used flexibly by a wide range of supporting-information to see the businesses to reinforce their location easy to access online. brand guidelines and the full range either in – or close proximity to – the of marketing assets, which you can Hadrian’s Wall World Heritage Site. download for your own use.

Business logo examples

Did you know? Perhaps it wasn’t in AD122 that Hadrian ordered his famous Wall to be built! Some experts think the order to build the Wall was given a few years earlier, and that the turf Wall (you can see it west of Birdoswald fort) was the first section to be constructed, to help deal with a revolt by native Britons in the north west. Hadrian then came to Britain in AD122 to inspect construction of the stone wall. 20 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 21

NEXT STEPS FOR YOUR BUSINESS

We’ve seen that business across Hadrian’s Wall can use their links to the World Heritage site and to Hadrian’s Wall Country in a number of ways and now is the time to consider the practical ways you can make World Heritage work for you. Marketing Opportunities: Business Opportunities: n Tell the story of your business n Look at developing new products as a way to engage with your and services which immerse your target audiences. Customers love customers in the World Heritage authenticity and want to hear about Site and Hadrian’s Wall Country. the provenance of your products That could be anything from themed and the ‘story’ behind your brand. souvenirs to foodie treats inspired Use World Heritage status to by the landscape. Perhaps you could capture their imaginations! develop new guided tours which immerse visitors in the heritage and n Download the free marketing landscape like never before? toolkit hadrianswallcountry.co.uk/ hadrians-wall-management-plan/ n Collaborate with other businesses supporting-information that have a strong heritage link. Use it to promote Hadrian’s Wall n Be an ambassador for the World Country in your own marketing Heritage Site. At the same time, materials and through your build staff awareness and nurture online/social platforms. their talent to help you generate new ideas and innovations. n Take inspiration not only from other businesses, but from other World Heritage Sites around the globe. What are they doing to drive footfall? Can you exploit your Top Tip own heritage angle to emulate Join some of the many guided that success? walks and cycle rides so you n Get involved with key events like can learn more about the rich World Heritage Day and Heritage heritage and countryside of Open Days, find out more about Hadrian’s Wall Country. the World Heritage Site and all Participate in the annual that Hadrian’s Wall Country Hadrian’s Wall Forum or the has to offer through the website, Archaeology Day. Then pass on by visiting sites and museums your knowledge and enthusiasm and by joining in some of the to your guests – they will be activities such as guided walks. thrilled to discover local people n Make sure your staff are well knowledgeable and passionate informed and can provide visitors about their local area! with much more than just the basic information. 22 Hadrian’s Wall World Heritage Site England’s World Heritage Story: The North 23

LINKS AND RESOURCES

So where can you find additional help and advice? There are plenty of resources online to guide you on your World Heritage journey:

Key links and organisations Hadrian’s Wall Country website hadrianswallcountry.co.uk/ English Heritage – Hadrian’s Wall (Birdoswald, Housesteads, Chesters, Corbridge) english-heritage.org.uk/visit/places/hadrians-wall/ National Trust – Hadrian’s Wall (Housesteads) nationaltrust.org.uk/hadrians-wall-and-housesteads-fort Senhouse Roman Museum senhousemuseum.co.uk/ Tullie House Museum and Art Gallery Trust (Roman Frontier Gallery) tulliehouse.co.uk/ Tyne and Wear Archives and Museums (Arbeia, Great North Museum: Hancock, Segedunum) twmuseums.org.uk/ Vindolanda Trust (Roman Vindolanda, Museum) vindolanda.com Heart of Hadrian’s Wall Country Visitor Guide heartofhadrianswall.com/ Hadrian’s Wall Visitor Information Centre and Tea Room lanercosttearoom.co.uk Northumberland National Park (includes The Sill National Landscape Discovery Centre) northumberlandnationalpark.org.uk/ English Lake District World Heritage Site lakesworldheritage.co.uk/ Solway Coast AONB solwaycoastaonb.org.uk/ North Pennines AONB northpennines.org.uk/ Cumbria Tourism cumbriatourism.org/ Discover Carlisle discovercarlisle.co.uk/ Northumberland Tourism northumberlandtourism.org.uk/ Newcastle Initiative ngi.org.uk/ VisitBritain visitbritain.org/inbound-culture-heritage-attractions-research World Heritage UK worldheritageuk.org For more information, please contact the England’s World Heritage Story: The North team: [email protected] 01539 822 222 englandsworldheritagestory.com All photos © Imagen Photography Ltd unless specified