An integrated destination marketing campaign for the Wales Coast Path, involving content creation, advertising, targeted social media and Search Engine Marketing (SEM).

The Brief

Manage a destination marketing campaign that would position Wales Coast Path as a leading wellness destination for 2019. The team were required to create a campaign that encompassed creative PR, paid and organic social media, media buying, SEM and the creation of digital assets.

Our Solution

AM+A focused on a targeted marketing and PR campaign based on wellness and mindfulness. The #ThisMomentNow campaign was structured around the health benefits of hiking and coastal walking.

This involved the following tactics to a very targeted audience:


TACTIC 1 - PR (consumer & trade), press trip & fairs including World Travel Market
TACTIC 2 - Media Buying (print & online)
TACTIC 3 - Online: Google AdWords & Banners
TACTIC 4 - Social media & sponsored content

The activities included:

+ Creation of PPC campaign targeting individuals to change their lives

+ Creation of slogans, adverts/advertorials & digital assets

+ Creation of media information on health benefits of hiking to generate content for advertorials, blogs, social media & banner advertising - supported by Google AdWords

+ Creation of social media 'Blue Monday' ad campaign to specifically target audiences

What They Said

The Results


Online targeted marketing (AdWords & banners)

+ Our ads reached audiences planning 2019 trips, those looking to enjoy a healthy start to the New Year and ways of escaping their '9 to 5' routine

+ Ads viewed by audience of over 252K across social media & banner platforms

+ Top locations for geo-targeting included: Bristol & Bath, United Kingdom, Amsterdam, North Holland, Netherlands and Canary Wharf & Liverpool Street

Social media

+ The paid #ThisMomentNow campaign reached an audience of 98,639

+ Since December 2018 there has been a combined reach of 210,759 across Twitter,Instagram & Facebook

+ Since AM+A began managing the Wales Coast Path Instagram account, there has been an 8% increase in followers

Generated publicity that reached 1,484,033 people

+ Coverage in leading publications including: The Daily Telegraph, Daily Mail, Wanderlust Magazine, Red Bull, The Guardian & Travel Bulletin Magazine

RoughGuides media visit and ‘cross’ promotion’

+ Journalist filmed four short and one main video, with coverage on Rough Guides social channels: 247k FB followers, 212k Twitter followers & 51k Instagram followers.

Skills & Services Delivered

Creative campaigns

Press trip management

Press office services

Destination representation

Content creation

Paid social media

Search Engine Marketing

Third party collaborations

Copywriting

Social media management

Recent Work