Welsh
Government
Cadw
Digital Campaign to Support Open Doors 2020
Determined to keep the Wales-wide Open Doors Festival alive during the coronavirus pandemic, Cadw adopted a virtual approach in 2020, allowing visitors to explore ten sites through a mix of interactive tours, VR experiences and panoramic imagery.
Our role was to drive campaign awareness while generating positive PR coverage for Cadw; encourage users to get involved in the virtual tours; and to boost following and engagement across Cadw’s digital channels.
Tactics
-
National PR story to launch campaign offered media a ‘first-look’ at the new digital assets, leading to pan-Wales coverage and a huge uplift in visitors to Cadw website.
-
A highly-targeted organic and paid social media campaign, which used a series of platform-optimised teaser videos to attract interest in the event.
-
Segmented e-newsletter marketing to Cadw members and wider Cadw mailing list, with bespoke messaging for each audience group.
-
Worked with Cadw’s in-house team to provide web copy for Open Doors virtual Festival.
Results
-
All KPIs far exceeded for campaign reach and engagement, including total reach of more than 1.3m.
-
Social following numbers soared, content achieved viral reach and audience sentiment was positive.
-
Above industry average open-rate for e-newsletter marketing activity.
-
More than 34k visits to the Open Doors webpage, demonstrating exceptionally high conversion rate.
-
In addition to web visitors from Wales and the UK, the campaign webpage attracted thousands of visitors from US and Canada – helping showcase our nation’s heritage to the world.