Equinox was commissioned in January 2010 to devise and implement a tourism marketing and PR campaign for The Valleys region, comprising 11 local authorities and multiple partners including the Welsh Assembly Government, Visit Wales and Heads of the Valleys Partnership.
The three-year marketing campaign (running until June 2012) underpins the £42 million capital investment already made by The Welsh Assembly Government into Valleys tourism and aims to attract new visitors from other parts of Wales and beyond to visit The Valleys.
The suggested approach is to celebrate the rich cultural and entertainment hot spots of the region, bringing together highlights to promote a single destination with a wealth of entertainment for a day or a week.
We have fine tuned established channels of communication, publishing and distributing an annual brochure and have launched a tourism website www.valleys.co.uk.
We have also devised and implemented a social media campaign to run alongside media relations activity and create a buzz about what is happening in The Valleys online.
A series of high profile events including Lostprophets launch and an Only Men Aloud concert as well as partnership working with local authorities and Visit Wales has ensured high levels of positive media coverage across Wales in news, features and travel/entertainment pages.
The website has had over 3,000 unique visitors in the first two months, social media continues to gather pace with hundreds of followers on Twitter and Facebook and benchmarking research has shown an encouraging uplift in awareness of The Valleys campaign amongst target audiences.