Gwynedd ac Eryri Ni

Tackling visitor behaviour one social media post at a time.

Gwynedd and Eryri — a visitor destination like no other. With its rugged mountains and beaches, iconic landmarks, rich history, and friendly Welsh residents.

Over the summer of 2024, Equinox was tasked with promoting sustainable tourism within the region — complementing Cyngor Gwynedd and Eryri National Park’s Sustainable Tourism 2035 vision.

From dynamic native content creation and social media advertising to the delivery of bespoke social media courses to local business owners and key stakeholders — our aim with Gwynedd & Eryri Ni was to encourage as many visitors and residents as possible to enjoy and more importantly respect the region by:

Supporting local sustainably owned businesses
Immersing in the rich culture and traditions of northwest Wales
Travelling sustainably and respectfully
Looking after the environment, leaving no trace
Camping responsibly, only in designated sites
Following safety guidelines in the Mountains and Coast.

Following a period of panning in June 2024, all activity was split and delivered in two phases (July-August and September-November) — to capture visitors during peak season, walking season and the off-peak months. Tactics included:

Production of key messaging matrix to reflect identified barriers in desired visitor behaviour.
Content creation with a short-form video focus — using trending audio and beautiful native footage to create highly sharable content in the Park and inspiring interviews with sustainable businesses.
Highly targeted Meta and TikTok advertising campaigns, optimised for website traffic and link clicks to attract users to the Eryri National Park and Cyngor Gwynedd websites. All ads were A/B tested, monitored daily, and tweaked to ensure optimum results vs. KPIs.
Partner and stakeholder engagement — we hosted 3x bespoke social media training sessions with local businesses and community groups. These were designed to equip them with the skills and knowledge needed to create their own social media content, and to further promote and raise awareness of the Gwynedd and Eryri sustainable visitor economy 2035 vision.
Delivery of several bespoke 1:1 social media marketing sessions with business owners — to further support their social media skills.
Production of a visitor pledge and business pledge to promote sustainability and responsible practices within the region.
Production of a Wales Ambassador Module for Gwynedd and Eryri: a digital resource that will equip local business owners with tools to attract eco-conscious visitors, showcase local products and services, and adopt sustainable practices.