Visit Wales - walking

Visit Wales wanted to target walking enthusiasts already on its database to encourage them to consider an autumn walking trip in the area, rather than sticking to their usual summertime visit.

Agency Partners Andrews Aldridge developed a highly personalised campaign using a mix of direct mail and the website. A real orienteering compass was mailed to people on the existing database who had expressed an interest in walking. The exact compass bearing and distance to the start of the walk from the recipient's postcode was digitally printed on each individual mailing. They were also directed to a web page detailing a favourite walk nearest to their postcode.

As a result of the campaign, 43% of recipients visited the website, with 22% entering their details to go through to specific walk pages.