To raise awareness for the launch of Wrexham’s new public art trail, as well as the wider aspirations of the Wrecsam2029 UK City of Culture bid. We implemented a three-stage pitching strategy to generate coverage across regional/national print, online and broadcast titles.

Editorial calendar creation: AM+A created a comprehensive project strategy calendar for the promotion of the Wrexham Art Trail, which mapped out each stage of the campaign week-by-week. It included stages such as the collation of client information and assets, database creation, content creation, local outreach, media engagement, press trips and post-launch activity.

Bespoke media databases: We assembled an extensive media database of 230+ contacts, including national news outlets, arts and culture publications, local and regional media and picture desks.A select list was developed for journalists potentially interested in press trips or exclusive features on the art trail. This list featured media from key regional broadcast newsdesks and those with prior interest in Wrexham, the City of Culture competition, or cultural initiatives.

Pitching strategy: AM+A utilised a multi-stage pitching strategy to ensure the trail received as much coverage as possible, across both tiers of our national and local media contacts.

Stage 1: Initial outreach to key journalists identified during our research. Reaching out to key media with an engaging press trip invitation before the trail launched, offering a first-look at the project and key interviewees.

Stage 2: The official press release was created and pitched to a database of key regional and national media titles alongside high res images of the art trail.

Stage 3: Follow ups of the press release, particularly targeting individuals who had expressed interest in the project. Additionally, AM+A tailored the pitch to leverage Wrexham AFC’s significant promotion. The pitch emphasised the trail’s starting point with Wrexham AFC murals, showcasing how local football pride had become a gateway to art in the city.

Reactive media pitching: Throughout the project AM+A responded to media requests that were suitable for the launch of the art trail.

Broadcast interviews: We facilitated interviews with key broadcast outlets including ITV Wales News and BBC Wales News, as well as a BBC Radio Wales interview

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Our work directly led to 13 items of coverage, with a total combined estimated reach of 142,294,346 and a total combined Advertising Value Equivalent (AVE) of £300,711.

Across the project, we earned coverage in a range of local and regional news outlets, including News from Wales, Wrexham Leader (print and online), Wales 24/7, Herald Wales, Nation.Cymru and wrexham.com. The piece was also syndicated into MSN UK, massively extending its reach.

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