Writing the marketing strategy for this strategic route running 30 miles across The Great Trossachs Forest. The challenge to raise awareness and gain footfall involved a multi-dimensional approach. The selection of promotional tools most fundamental to drawing in more people and new audiences (as required by HLF funder) to the magnificent area required innovative ideas.
We provide a specialism in destination marketing via ‘promote a route’ and are a full recreation planning agency. We add significant value via our experience of the ranging tools that affect a visitors’ experience (particularly in the outdoors), from how a visitor finds out about a place, rates it, gets there and experiences it.
Our marketing strategy for the Great Trossachs Path (30 miles) involved a full review of the visitor offering, prioritising the various experience products for new audiences plus predefined growth and target groups. Using our experience we were able to author, specify and cost marketing tools against our strategy. Recommendations were everything from parking ticket advertising, hub point features and infrastructure, apps, hotel packs, pub coasters, AO posters, volunteering events, gateway centre, PR, way-marking, leaflets. We also surveyed and specified the technical design for part of the route.
Further to this we were commissioned to produce the interpretation boards and promotional leaflets (for 3 key user segments: cycling, low mobility and strategic route leaflet) helped by Ian Farmer from www.uprightcreative.com. Previous to this we did work on writing specifications and collecting quotes for a range of HLF funded schemes in the Great Trossachs Forest, they included quotes for webcams, enhanced broad band speed, visitor centre installations, signage and interpretation.
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