Five new campsites, collectively known as Perfect Pitch: Coastal Camping, were launched during summer 2012 as part of a trial by Creative Rural Communities, the Vale of Glamorgan Council’s rural regeneration initiative, to help local farming families to diversify their business while meeting the demand for camping in the area.
Equinox Communications was commissioned to devise and implement an integrated communications campaign to promote Perfect Pitch: Coastal Camping through PR, a media launch and innovative marketing; with the ultimate goal of raising awareness of the five new campsites and attracting visitors to the rural Vale.
EC created an overarching identity for the project, advised on branding and created unique identities for each campsite to draw on individual attributes within the wider project.
EC managed a launch event at one of the sites, which was attended by the Deputy Minister, media and members of the local community, and secured media coverage in key print, online and broadcast outlets including ITV Wales, BBC Newyddion, WalesOnline, GEM Series, Western Mail, Daily Express, Cool Camping Online and Camping Magazine.
EC generated additional media coverage throughout the duration of the 28-day trial in order to continue to raise awareness of the campsites. EC secured a full page ‘Confessions of…a camping enthusiast’ feature in the Western Mail and a blog on Visit Wales to promote the campsites in the build up to the 2012 National Eisteddfod in the Vale of Glamorgan.
To support the media relations activity, EC designed a series of print adverts which were placed in key titles including Vale, Valley and City Life Magazines, Buzz Magazine and The Big Issue. EC also launched a three month Pay-per-Click (PPC) campaign during the key tourism season (June – August) featuring Google AdWords and Display ads to drive traffic to the perfectpitchcamping.co.uk website.
Media coverage was secured across print, online and broadcast channels generating a PR Value of over £101,000 and more than 4,050,000 opportunities to see.
Coverage reached more than 316,105 people via social media channels. The PPC campaign generated 7,342 unique visitors to the perfectpitchcamping.co.uk website over three months.
More than 700 campers pitched up tents at one of the five sites during the 28-day trial, generating over £60,000 worth of revenue to the Vale of Glamorgan.