AM+A were contracted to increase traffic for the National Trails Wales website through targeted advertising, content, social media and PR activities

The Brief

AM+A were contracted to increase traffic for the National Trails Wales website through targeted advertising, content, social media and PR activities.

Our Solution

- Quarterly and seasonal campaigns - including brand collaborations, ‘#ThisMomentNow’, ‘#HiraethMoments’ and seasonal promotions such as Christmas giveaways 

- Press office service - weekly media news and proactive pitching services to generate regular publicity

- Media and influencer visits - seasonal press trips for relevant media 

- Targeted social media campaigns 

- Brand collaborations - utilising larger social media platforms and marketing teams to increase scale of campaigns 

- Webinars and media briefings - keeping stakeholders involved in ongoing campaigns and updating the media regarding key client news 

- Third party and stakeholders content sharing - encouraging hundreds of affiliated members to support campaigns and PR activities 

What They Said

The Results


- Pre-Covid-19 website visitor traffic saw a large increase of 257,269 visitors to the main Wales Coast Path website between 2018 and 2020. 

Social media 

- Increased Instagram followers from 14,812 to 37,382 (150.523% increase) during a three-year period 

- The Twitter account increased from 10,431 to 25.5K followers

- Created the Wales Coast Path Community Group, which accumulated 1.6K active members


- Wales Coast Path Walking Festival: Resulted in 250+ items of coverage, over 1000 people attended the festival

- Wales Coast Path app: local PR, national and tech PR, newsletter campaigns - 10 items of coverage

- Launching new itineraries: Trade PR - TTG,, TravelMole and Travel Bulletin

- Northern Eye Guidebook Giveaway: A seven series social media giveaway reached an estimated audience of 72,000 users with 7,366 user reactions

- Online webinar/conference campaign: AM+A collaborated with ITV Cymru and Wales Coast Path to promote a new television series, which was streamed live on the Visit Wales Facebook page (has been viewed 42,000 times to date). Following this, we organised a B2C webinar for regional businesses involving 20+ representatives from local authorities, 70 tourism businesses and 90+ participants

- Christmas products and gifts giveaway: highly targeted reach of 34,675, and 61,593 impressions and 497 unique link clicks

- Hiraeth Moments: ‘Reconnect with Wellness’ Campaign. Total social media combined reach of 38,700 users

- Brand Collaborations

AM+A worked with a wide range of partners on campaign including:

Ramblers Cymru, Regional partners / local tourist boards, Visit Wales, VisitBritain, VisitBritain international offices, NHS WalesKeep Britain Tidy, RNLI, Wildlife Trust, Maritime Museum, VoG tourist board, Valeways walking group, RNLI Burry Port, Pembrokeshire walking groups (various), Menai Museum, ITV Wales, Bridgend Tourism, Pembrokeshire Tourism, Carmarthenshire Tourism, Transport for Wales, GWR, Indigo Car Rental, Virgin Trains, EasyJet, National Trust, Northern Eye Books, Visit Anglesey, Cardiff City Council, Swansea City Council, Powys Visit Monmouthshire, Wildlife Trust Wales and Keep Wales Tidy and Welsh Heritage

Skills & Services Delivered

  • Press office
  • Digital marketing
  • Social media
  • PPC
  • Advertising
  • Campaigns
  • Brand collaborations
Recent Work