Working with a constantly evolving campaign brief, we had to launch the new National Parks Experiences Collection website whilst the country remained in lockdown. Our initial launch plan that focused on driving bookings had to pivot into a ‘plan now play later’ campaign. The objective focused on raising awareness of the booking platform and driving unique visitors to view the 70+ fantastic immersive experiences in nine English National Parks. By sensitively tapping into lock-down ‘cabin fever’ and increasing desire to escape outdoors, we drove significant traffic from our target audiences to the website and encouraged people to #PlanNowPlayLater so they had something to look forward to when lockdown eased.
82,000 website views at nationalparks.uk/experiences
Planned to inform and inspire, we delivered an integrated campaign across PR, organic social, paid social, PPC and display ads to raise awareness of the unique experiences featured on the new National Parks Experience Collection booking platform. The campaign messaging continually evolved to remain relevant to lockdown rules and confidence levels, encouraging visitors to view the experiences and plan for adventures once they were free to get out and explore.
Our PR programme targeted nationals, online and regional lifestyle titles, sharing the authentic stories of the people behind the experiences. Coverage in top titles including Mail on Sunday, Daily Mail, Telegraph, Sheer Luxe and Metro Travel News helped sustain website visits during and after the campaign period.
Targeted social media ads highlighted experiences grouped into themes to appeal to different target audience interests (family, food and active), whilst social ads for each National Park tapped into people seeking inspiration for ‘things to do’ in their local area. Delivering a sustained content campaign on the National Parks UK Facebook and Instagram channels helped increase overall following and engagement. Encouraging participating businesses, Destination Management Organisations and National Parks partners to share the content helped amplify the campaign at no further direct cost.
To support the paid campaign, five pages of search optimised content featuring direct links to related Experiences was planned, written and created on the National Parks UK things to do website section. Collaborating with the communications teams from all featured National Parks resulted in tailored, valuable and engaging content. Our copywriting skills ensured the style and tone remained consistent and compelling whilst being optimised for popular searches.
Since the initial project, we have been engaged on further projects including PPC and social campaigns for the Experiences Collection, social meme content for National Parks litter campaign and search optimised content for National Parks UK website.
'From the outset ORCHID brought insight, strategic experience and creativity to our projects. Against a backdrop of shifting lockdown restrictions, ORCHID nimbly adapted the digital and PR campaign to deliver impactful results. I was impressed by their collaborative approach and skill at managing multiple communications teams, experience providers and stakeholders.'