Wales Coastal Path Consultancy - Cartwright Associates

PROJECT MANAGEMENT SERVICES

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WALES COAST PATH MARKETING REVIEW 2018

Partnered by Black Bear Tourism Services, Cartwright Associates were commissioned to carry out a review of the existing marketing strategy and produce a promotional strategy and action plan for the following four years. Key objectives were to reinforce the Wales Coast Path as an icon of Wales and increase the number of people walking on it more often. The review was commissioned by Natural Resources Wales and required:

Stakeholder consultation
Understanding of all current WCP & VW marketing campaigns and themes
Understanding of the market sector and user demographic
On the ground, practical WCP route knowledge
Research, review & audit
Project management

Outputs & recommendations included:

Online user surveys & feedback
Social media campaign
Align & maximise opportunities with existing Visit Wales 'Year of..." campaigns
Promotional video & photography campaign
Augmented reality campaign
Technical & strategic review
Content for funding application
Event strategy
National youth engagement proposal
Promotional strategy & action plan

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“870 miles end to end... were over half way, about 300 miles to go..”

— Cartwright Associates