Heritage Great Britain owns Land's End, alongside a number other epic, one-off attrac-tions. Feeling the destination needed a fresh perspective, I was brought in to carry out a full strategic analysis.
Following desk-based research into the shape of Land's End’s business, including profit and loss, marketing plans and return on investment, I spent three days on site with the Land’s End team. My strategic plan combined the team’s ideas and perceptions and first hand experience of the customer journey, alongside national and international trends in visitor spend and expectation. I produced a short and long term plan to reorient the attraction, creating a vision that draws on the authenticity of the site and focused on its status as an area of outstanding natural beauty.Those developments included refining the customer welcome experience, improving wayfinding and giving visitors the freedom to discover the high quality, authentic landscape, including traditional crafts people, Land’s End’s popular lifeboat rescue experience and regular new attractions. Land’s End now receives more than half a million visitors every year, following a £740,000 investment.‘Rachael is an honest and constructive critical friend. We rely on her to give us a no-nonsense and informed analysis, and make specific and accurate recommendations to contribute to the business.'
- Peter Trahearne (Heritage Great Britain)