Building an online identity for two National Trails of Wales paths through social media content creation

The Brief

AM+A were contracted to establish and populate social media pages for National Trails of Wales to reach target audiences and increase visitor numbers to Offa’s Dyke Path and Glyndwr’s Way.

Our Solution

Establishing a digital walking community that shares and discusses the experience of walking the paths, promoted through key brand hashtags. Using the combination of assets submitted from users, pre-existing professional photography and videography alongside graphics designed by AM+A. 

+ Established new social media channels across Instagram, Twitter and Facebook

+ Establish hashtags and build a community to increase engagement and built a database of images to populate accounts

+ Creating a 12 month strategy led by seasonal themes, national days and reflecting overarching PR and marketing campaigns 

+ Curating a brand tone and writing content consistent with across Wales Coast Path and National Trails messaging and style 

+ Highlights along the paths, seasonal themes, ‘Hireath Moments’ which were posts and stories that encouraged audiences to reminisce about their memories 

+ Posts shared by walking groups such as Ramblers Cymru and tourism boards including Visit Mid-Wales and Visit Wales

What They Said

The Results

+ Over 8900 active followers across owned social media channels 

+ Content creation in-line with wider PR strategy to promote the 50th anniversary of Offa’s Dyke Path 

+ Content shared by Visit Wales and regional tourism boards 

+ 475% increase in online engagement 

Skills & Services Delivered

- Creative campaigns

- Social media management

- Digital marketing

- Content creation

- Graphic design

- Copywriting

- Reporting and analysis

- Research

Recent Work