Derbyshire Dales National Nature Reserve is to give nature lovers a technological treat, as the first Bluetooth wildlife guide in the UK goes live.

In the year that marks the 60th anniversary since the act was passed which first designated and protected National Parks and other such sites, visitors to the celebrated Lathkill Dale will now be able to download several interactive guides to the reserve, using bluetooth technology on their mobile phones. This technology will allow users to search for different species and information about the reserve, at the click of a button.

Visitors exploring the reserve will be able to identify the different species of rare flowers and butterflies found in the dale, using the interactive guide, delivered to visitor’s phones using Hypertag’s Mentor Solution. It will also teach the user about habitat and behaviour, and can run species searches by colour, or month of the year they can be seen. There is also an audio guide and tour to historic Ricklow quarry.

Natural England and Peak Experience have worked closely in partnership to deliver the project, together with the Peak District National Park Authority and Hypertag.

Phil Bowler, Natural England’s Senior Reserve Manager in the Derbyshire Dales said: “These interactive guides are a great way to explore and understand the wildlife and biodiversity of the dale, without the need to carry guidebooks. 60 years on from the Act which first provided wildlife in our designated sites with much-needed protection – people now have the chance to learn about that wildlife, using technology that wasn’t even invented back then!

“It’s a sustainable way to make specialist information available to the reserve visitors, limiting the use of paper products. It can give the user a seasonal perspective on the reserve, highlighting what is of most interest at different points of the year. As the Easter holidays approach, it’s also a fantastic way to get younger children involved and teach them about nature - it’s even possible to download bird song ringtones - there’s something for everyone!”

Bill Bevan, from the Peak Experience, said “This is the first time anyone has tried to deliver a wildlife guide to mobile phones using bluetooth. All the guides and ringtones are accessible from inside the Dale so all you need is to take your phone and make sure that you have bluetooth switched on.”

Elaine Haines, Commercial Director of Hypertag said: “The Peak Experience installation is a perfect way for visitor attractions to provide visitors with relevant, useful information when and where they need it. Our Hypertags are located outdoors throughout the dale, providing information specific to the immediate area.

“The easy-to-use menu system can search through pictures and audio descriptions of the flora and fauna local to specific sites, and will be engaging for visitors of all ages. I am sure that children will especially enjoy getting out into the fresh air and being able to identify what they are seeing, making it an educational experience for  the whole family.”

Notes:

• Lathkill Dale is one of the five dales which make up the Derbyshire Dales National Nature Reserve. It is internationally important for its grassland and woodland habitats.
• The information is available via four different on-site download points, offering information on butterflies, wildflowers and birds. Each point defines what is special about the vicinity for visitors.
• Peak Experience is a project from the Peak District Interpretation Partnership – made up of local authorities and businesses, aiming to inform visitors and local communities about what is special about the Peak District.

Natural England works for people, places and nature to conserve and enhance biodiversity, landscapes and wildlife in rural, urban, coastal and marine areas.

About Hypertag

Hypertag is a global proximity marketing provider enabling individuals to download mobile content to their phones based on their proximity to a fixed physical location. Using short-range mobile wireless technologies such as Bluetooth and infrared, Hypertags send content such as visitor guides, object interpretation resources such as MP3 clips, video, wallpapers or timetables and WAP links direct to mobile phones quickly and for free. Consumers simply activate the appropriate technology on their phone and stand near the Hypertag in order to receive the content direct to their handset.

Visitor offers based on location allow venues using Hypertag to offer the richest possible visitor experience by providing interpretative mobile content in a direct and relevant context to each individual’s current activity. For example, by downloading content specific to each object venues can provide additional insight into their heritage site. Any content downloaded can be taken away by the visitor and used later to continue the experience, for example by following a WAP link or using a web address to continue exploration via the internet.

Hypertag is an award winning British company founded in 2002 and recently in receipt of development grant funding from the Technology Strategy Board.