Diolch for protecting our National Parks
National Parks
Wales
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.
Tactics:
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Mix of paid, earned, shared and owned channels.
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Bilingual creative comprising static designs with fun sub-straplines — designed to engage target audiences around the nine key issues.
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Organic content creation (incl. IG Reels) — adding context and extra talking points for existing and new audiences.
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Digital advertising across Facebook and Instagram, targeting new audiences and people likely to visit the great outdoors of Wales during spring/summer 2022.
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Stakeholder outreach, which saw us share campaign assets with multiple relevant organisations to amplify reach.
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Media partnerships with WalesOnline and North Wales Live to reach audiences close to the Brecon Beacons, Pembrokeshire Coast and Snowdonia.
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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.
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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.
