Summary
Agency: Pelican Communications
The Challenge
Press coverage for ViewRanger to date had mostly referred to adults using the app when mountaineering and walking rather than families on days out. Our job was to drive a shift in conversation to present ViewRanger as the perfect app to help families enjoy the outdoors.
The Solution
We worked in partnership with Get Out With The Kids – a website that provides inspiration for families looking for outdoor activities, blogger and photographer Jo Bradford and the National Trust. Together, we created a collection of family-friendly walking routes across the UK called the School’s Out collection.
We created supporting content for the press including a press release, route descriptions and images from the walking routes so that journalists were ready to go when the school bell rang for half term.
The Results
This award-winning campaign secured widespread national media coverage including in the Daily Mail, The Sun, Daily Mirror and The People. Opportunities to be seen were in excess of 4 million, not including Mail Online’s 200 million unique site visitors per month. All of this helped to drive traffic to the ViewRanger website and increase the number of downloads from the app store resulting in 198 route downloads.
The success of the campaign was recognised when it won Best Low Budget campaign at the Dare Awards 2016.
For more information on our work in the Outdoor sector, follow this link: http://pelicancommunications.co.uk/sectors/outdoor-and-leisure/