Bridgend County has a variety of product – from surfing to spas and golf to gorge-walking – but it isn’t widely considered as a holiday destination. The aim of the campaign was to position Bridgend as an alternative destination for weekend breaks and to challenge current perceptions of the area.
Equinox devised a social media campaign to engage with potential visitors across multi-channels including Twitter, Facebook, YouTube and Instagram under the username ‘Dare To Discover.’
To launch the campaign, Equinox revealed a series of teaser images over three weeks in April 2012 inviting users to guess the mystery destination, using the tagline: 21 pictures I 3 weeks I 1 surprising destination.
To drive further interaction, users were challenged to Dare To Discover the unnamed destination by entering a competition to win one of three themed holidays in the area. As part of the prize conditions, the winners were asked to take part in filming, to provide content for a series of short videos.
The destination was revealed as Bridgend after three weeks, each of the surprising pictures were shared again with captions, and creative videos following the competition winners’ experiences were used to showcase all that the area has to offer.
Equinox also secured an opportunity for well-established blogger and social media influencer, Bald Hiker, to visit the area and stay at Cwm Tawel. His live tweeting, Facebook updates and blog posts on baldhiker.com reached an estimated 2,713,488 users.
Following on from the social media push, EC launched month long Pay-per-Click (PPC) campaign during the tourism shoulder season (September – October) featuring Google AdWords and Display ads, as well as Facebook advertising to drive traffic to the BridgendBites.com website.
The campaign generated more than 5.5million total social media interactions
Secured a total of 13,331 visits to the bridgendbites.com website throughout the campaign,
Secured 2.3m Opportunities to See (OTS) through traditional media coverage about the campaign.