Glen Tanar Estate is a historic Highland estate within the Cairngorms National Park, welcoming visitors for outdoor recreation, wildlife experiences, holiday cottages, weddings and events.

The estate engaged The Goldie Collective to review how its visitor offer was presented and to develop a clearer structure for communicating the breadth of experiences available across the estate.

The Approach

Working closely with the estate team, we undertook a strategic review of the existing digital presence and visitor journey. This focused on how different audiences discover the estate, navigate the website and understand the landscape and experiences available.

We developed a refreshed content structure and messaging framework that better reflects the estate’s diverse offer, helping visitors more easily explore areas such as wildlife, outdoor activities, accommodation and events.

Impact

The work has helped Glen Tanar present a clearer and more cohesive visitor narrative, strengthening how the estate communicates its landscape, heritage and outdoor experiences.

This provides a stronger platform for attracting visitors who value nature, responsible access and authentic Highland landscapes, while supporting the estate’s wider tourism and engagement ambitions.