Entered by Lantern

The Norfolk Coast is one of the UK’s best-loved and most at-risk tourist destinations. Designated an Area of Outstanding Natural Beauty, the region is also home to Sites of Special Scientific Interest, National Nature Reserves, Marine Conservation Zones, a Biosphere Reserve and Heritage Coast. A collection of protected landscapes, united through their biodiversity and fragility.

But with such a variety of stakeholders managing the destination, and no single brand to define the region, communications had become cluttered, complex and confusing. Strategically, it lacked a unifying purpose, visually, it was typical of the sector.