Equinox Communications (EC) was tasked by Cadw, the Welsh Government’s historic environment service, with engaging the Welsh public with their local heritage in the build-up to the tourism season, including those who may not typically have an interest in history.
EC appointed Welsh comedians Chris ‘Korkey’ Corcoran and Elis James, of BBC Wales and Edinburgh Fringe Festival fame, as the ‘faces’ of the campaign and created a series of comedy sketches, which would demonstrate a ‘time travel experience’ through using imagination at a Cadw site.
Equinox worked closely with Cadw’s Head of Marketing and the Welsh Government’s communications team to develop a fully integrated campaign with innovative branding, creative videos and multimedia PR.
We also created drone videos showing spectacular aerial views of key sites. The first of these videos – taken of Caerphilly Castle – was revealed at the launch and picked up on Twitter immediately, resulting in coverage on WalesOnline and via WalesOnline’s social media channels. Further videos have been drip fed to media and have resulted in coverage on MailOnline and Discover Britain.
Finally we engaged with local families through a competition to become the Faces of Cadw, appearing on bus ads, billboards and supermarket ads, to create Cadw Time Travel ambassadors to share their adventures in their communities.
- Secured 12.7m PR Opportunities To See (OTS)
- Secured 97 pieces of coverage, including all key dailies across Wales as well as national coverage in Sunday Mirror and Mail Online
- Secured 7 pieces of broadcast coverage including ITV Wales news.
- Secured 7,275 views on Cadw YouTube channel, +263.75% on target
- Increased web traffic by 60%,
- Increased social media by 42.2%
Ultimately the campaign resulted in more visitors (36%) at Cadw sites and membership has also increased to more than 12,000 members for the first time in two years.