In our walking era…
Wales Coast Path
and
the National Trails
A visitor destination like no other, the Wales Coast Path spans 870 miles of uninterrupted coastline.
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Meanwhile, Wales’ National Trails, Offa’s Dyke Path and Glyndŵr’s Way, boast 312 miles combined — taking a more scenic route through Mid Wales and along the Wales-England border.
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Since 2021, Equinox has been tasked with promoting the Wales Coast Path and the National Trails — encouraging locals and visitors alike to enter their own walking era.
From celebrating *very* important milestones to promoting bespoke walking itineraries and launching exclusive merchandise collaborations — we encouraged as many people as possible from Wales and beyond to walk, enjoy and respect the great Welsh outdoors. But how did we do it?
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Tactics:
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Daily organic social media content showcasing the very best of the Wales Coast Path, Offa’s Dyke Path and Glyndŵr’s Way — from stunning views to fun facts and interactive #GuessTheStretch-style content.
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A series of highly-targeted Meta advertising campaigns, optimised for website traffic and link clicks, to attract high volumes of users to the WCP shop. All ads were A/B tested, monitored daily, and tweaked to ensure optimum results vs. KPIs.
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Influencer engagement: collaborating with some of the Path’s most influential walkers and Wales’ leading content creators to showcase a series of Epic Moments on the Path — from the perfect sunset spots to the best picnic hang-outs.
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Partner and stakeholder engagement: including an exclusive merchandise collaboration with not-for-profit mental health charity, Heads Above the Waves — with each item bought helping support young people’s mental health. Equinox immediately identified clear synergies between HATW and WCP, including the mental health benefits of spending time outdoors.
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Timely PR stories to promote the Paths — e.g., during Walk Your Dog month; ahead of school holidays; and throughout peak walking season. This was bolstered by a seasonal media packs designed for both WCP and the National Trails — including key information, fast facts and niche/quirky media stories to raise further brand awareness among UK national journalists.
