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.

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

+ 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