The Dartmoor Way
The Process
What
Promote the launch of a new cycle trail
How
Media relations, social media, marketing collateral, advertising
Where
National, regional and local consumers
When
October 2013
The Challenge
To support the launch of the new cycle trail, based around a pre-organised event in October 2013. The first objective was to raise local awareness, with a secondary objective being to line up future national awareness-building coverage.
Our Solution
With a limited budget, some of which was ring-fenced for advertising, we firstly researched and created a targeted advertising schedule. The remaining budget was put towards a regional and national media relations campaign, including inviting key media to the launch event and distributing press information to wider regional media including newspapers, broadcast, magazines, community press and online news sites. National media were also targeted with opportunities for hosted visits. In addition to the media relations campaign we managed the Twitter and Facebook accounts and created a promotional showreel.
What We Achieved
The launch was very well attended, including by print and broadcast media. 39 pieces of coverage were secured for the launch, and a feature article was later published in the national title Outdoor Enthusiast following a journalist visit. It is estimated that the coverage reached over 1,771,000 people. Over the campaign period, Twitter followers grew by 1,450% and Facebook fans increased by 439%.