Knepp Estate

Brand voice notes

Authoritative yet accessible, blending scientific rigour with genuine wonder at the natural world. The tone is passionate and mission-driven without being preachy — grounded in lived experience on the land. There is warmth and storytelling craft, inviting audiences into a long-term nature-recovery narrative rather than delivering short-term environmental messaging.

Distinctive assets

The only large-scale, commercially operating rewilding project in lowland England with a documented two-decade track record of measurable biodiversity recovery. Home to the first White Stork chicks to fledge in Britain for over 600 years, alongside free-roaming beavers, turtle doves, purple emperor butterflies and large herbivores — a living proof-of-concept unavailable to any rival. The estate's story, told through bestselling literature and extensive media coverage, gives it rare cultural authority within both conservation and sustainable-travel conversations.

Comms goals

Build mainstream awareness of rewilding as a credible, scalable solution to the nature and climate crises, positioning Knepp as the definitive UK case study. Drive bookings for sustainable tourism experiences — safaris, glamping and educational visits — that fund the rewilding mission. Deepen engagement with conservation, farming-policy and rural-land-use debates to influence landowners, policymakers and the broader public.

Current challenges

Translating a complex, long-horizon ecological project into compelling, accessible content for audiences beyond the already-converted conservation community. Balancing commercial tourism growth with the integrity and tranquillity of an active rewilding landscape. Navigating public and agricultural-sector scepticism about taking productive farmland out of conventional food production.

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