Diolch for protecting our National Parks
Wales’ National Parks saw significant visitor increases in 2020 and 2021 — increases which saw the arrival of many first-time and previously infrequent visitors, with limited knowledge of the Countryside Code.
To tackle this in time for summer 2022, National Parks Wales (NPW) commissioned Equinox to deliver a creative behavioural change campaign.
Following Visit Wales’ Addo approach, our campaign centered around positive reinforcement — thanking visitors for their efforts rather than condemning them for anything negative. To achieve this, we devised a simple overarching campaign identity which was easily adaptable to the nine key issues identified in pre-campaign research: Diolch: am ddiogelu ein Parciau Cenedlaethol | Diolch: for protecting our National Parks.
Equinox used the EAST model to deliver the concept within a fully-integrated communications campaign, designed to influence a tangible change in public behaviour among a target audience of in-Wales and bordering audiences aged 18-35.
All activity was split into two phases (spring and summer) to drive maximum awareness and real-time learning for a highly effective campaign.
Mix of paid, earned, shared and owned channels.
Bilingual creative comprising static designs with fun sub-straplines — designed to engage target audiences around the nine key issues.
Organic content creation (incl. IG Reels) — adding context and extra talking points for existing and new audiences.
Digital advertising across Facebook and Instagram, targeting new audiences and people likely to visit the great outdoors of Wales during spring/summer 2022.
Stakeholder outreach, which saw us share campaign assets with multiple relevant organisations to amplify reach.
Media partnerships with WalesOnline and North Wales Live to reach audiences close to the Brecon Beacons, Pembrokeshire Coast and Snowdonia.
Reactive PR activity to expand awareness — story one was released in response to the summer heatwave and story two, about bank holiday littering, was created in partnership with Fly-tipping Action Wales.
Influencer working — Eq set up summer content partnerships with dog walking influencer, Andrew Burton, and lifestyle influencer, Laura Kate Lucas.
With thanks to an inspiring, appealing creative — and real-time evaluation which saw us A/B test messaging/tactics and make real-time tweaks — saw us create a highly effective campaign, which reached target audiences at key moments across spring and summer 2022.