Walk2Walk Holidays – Girls Go Walking Initiative
A campaign to raise awareness of the Walk2Walk Holidays brand.
The Girls Go Walking initiative was devised by Bird Consultancy, who wanted to do more than just press release distribution.
The team developed the ‘Girls Go Walking’ campaign to encourage walking amongst younger people and females, whilst increasing brand awareness of Walk2Walk Holidays.
Girls Go Walking aimed to:
- Reach out to the target audience through digital content and social media
- Use traditional and digital PR to raise the profile of Walk2Walk Holidays
- Show walking as a hobby suitable for everyone, especially young females.
Campaign activity included undertaking a difficult personal walking challenge, successfully completing a self-guided hike through the Tramuntana Mountains, Majorca. This was positioned as ‘the alternative twenty-something holiday’.
We developed a relationship with Blacks Outdoor Retail, where they provided us with equipment for us to mention in the blog and in coverage, as well as social media activity between Blacks Outdoor Retail and Girls Go Walking, to extend the reach of messages.
We also designed the logo and designed/built the website/blog, created social media accounts for the campaign, and built content across the online platforms via blogging and social media updates. We created relationships with key journalists and travel bloggers, as well as influential bloggers in the target audience
Over 50o page views were gained from just the first four blog posts, which successfully directed traffic from the blog to the Walk2Walk Holidays website. The initiative featured on NorthWest FYI’s ‘most shared’ page and newsletter for over two weeks and for a month on the ‘most shared in leisure’ page
We engaged with key bloggers and the travel industry via social media channels, with guest blog spots lined up and travel/walking bloggers currently getting involved and writing their own blogs for the website, as part of the campaign. The walking challenge also gained a double page spread feature in Group Travel World magazine.