Weston Park: Your Way (Always-On Content Strategy)
Weston Park
Weston Park Your Way turned a 350-year-old estate into a living, breathing content ecosystem. As Weston’s creative agency partner, we built an always-on strategy that merged creativity with conservation; making every visit, post, and moment part of the story.
- Website weston-park.com
Through UGC toolkits, AI-driven “Living History” takeovers, and emotion-led membership activations, we transformed guests into advocates and stories into preservation. This approach didn’t rely on big media budgets, it relied on imagination, participation, and purpose. Every click, hashtag, and smile helped sustain Weston’s legacy, proving that history thrives when it’s shared.
Vision
Our goal was to reposition Weston Park as more than a heritage site making it a dynamic, story-rich destination that thrives 365 days a year. We aimed to:
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Build an always-on content ecosystem connecting guests, members, and followers.
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Reinforce Weston Park’s mission to preserve 350 years of history through storytelling.
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Drive organic engagement, repeat visitation, membership renewals, and fundraising income.
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Deliver creative value within a sustainable annual budget structure.
Success would be measured not just by reach or clicks, but by depth of connection – UGC participation, returning visitors, membership retention, fundraising growth, and positive sentiment around Weston’s mission.
Our challenge was to modernise a heritage brand without losing authenticity, showing the power of an integrated agency and client partnership to deliver impact, consistency, and creativity without heavy spend – that worked both as an attraction and as a foundation.
Target Audience, Strategic Approach & Insight
We identified three core audiences:
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Members & Regular Visitors
valuing tradition, tranquillity, and connection
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Families & Explorers
seeking fun, story-led discovery
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New Audiences
drawn by creativity, culture, and experiences that “feel” modern
Insight showed that people wanted to feel part of Weston’s story, not just visit it. Our strategy: turn every touchpoint into a storytelling moment.
Using the “Your Way” positioning, we connected emotion and purpose. Every visit becomes personal, every story preserves history. Through multiple evergreen pillars, we kept content fresh and community-driven:
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UGC Toolkit
“I Did Weston Park My Way” encouraged guests to share experiences via #KeepingHistoryAlive & #ShareToPreserve, with prompts placed throughout the estate.
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Living History
AI Takeovers brought humour and relevance to Weston’s art collection, giving classical figures modern voices.
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Activations
Membership and Summer Activations (“Have Your ON Experience”) turned emotion into engagement with sensory zones, playlists, and digital “ON Passports.”
This holistic, year-round model aligned social, CRM, and on-site storytelling, ensuring Weston stayed top-of-mind and mission-driven, all year round.
Ideas
Our always-on content strategy delivered consistent content flow across five pillars:
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UGC Toolkit “My Way”
Placed across all touch points from signage, mirrors, menus, and pre-visit comms, encouraging organic sharing of real visitor moments.
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“Living History” AI Takeovers
Brought Weston’s portrait collection to life through witty, AI-animated reels (e.g. Lady Elizabeth Wilbraham, Sir Henry Bridgeman’s House Party), increasing engagement with heritage content.
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Membership Content Series
“Have Your ON Experience” reimagined membership through emotion-led storytelling - Joy, Reflection, Discovery - via trails, playlists, and events.
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Seasonal Activations & CRM
Content was designed to be activated across seasonal hooks fed the social and email calendar, encouraging repeat visits and UGC. CRM storytelling reinforced purpose: “Every visit helps preserve Weston Park.”
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Partnership & Press Integration
Execution was a collaborative effort between Vivid Everywhere and Weston Park’s internal team - maximising creativity, efficiency, and ROI within a defined annual budget.
Victory
The always-on strategy created tangible, long-term impact across audience engagement, income, and mission awareness:
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Organic Social Engagement
January - August saw a 73% increase on engagement on Instagram
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Organic Social Growth
Gained 2,575 followers on Instagram since January and 1,358 on Facebook and 369 on TikTok.
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Membership retention
Driven by consistent storytelling and value-led content, membership retention rate is 87%.
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Membership Growth
Memberships over the summer taken out were up by 89% compared to the previous year.
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Visitor footfall
Saw a rise of 45%, supported by seasonal activations and repeat engagement.
Every action connected back to purpose, keeping history alive through participation and storytelling.
ROI was both creative and commercial: consistent engagement reduced the need for costly one-off campaigns, while integrated planning enabled Weston Park and Vivid Everywhere to deliver premium creative at sustainable cost.
This campaign proved that with imagination, data, and partnership, even a 17th-century estate can thrive in a modern content economy, captivating new audiences while preserving its legacy.
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