Case study: Launching new UK stand-up paddleboarding expeditions
Client: Black Grouse Outdoors
What we did
We supported the launch of new multi-day stand-up paddleboarding expeditions across the UK. Our work included strategy development, PR, social media management, influencer engagement, targeted advertising, website content, press release creation and distribution and managing a soft launch with influencers and journalists, all resulting in exceptional coverage, engagement and followings and high bookings.
The challenge
As a relatively new business, Black Grouse Outdoors, based in Herefordshire, needed to generate awareness quickly, attract bookings for their first expeditions and establish credibility in the competitive outdoor and adventure tourism market.
The objectives
- Promote the launch of the first few SUP expeditions in 2022 and the full season in 2023
- Build brand awareness and social media reach, engagement and following
- Reach adventure enthusiasts and targeted audiences across multiple channels
- Establish credibility and media coverage in outdoor and lifestyle publications
- Increase website clicks and bookings
- Demonstrate the excitement, expertise and unique appeal of the business and its activities
Our strategy
We developed a multi-channel launch strategy combining PR, social media, influencer marketing, targeted advertising and content creation. We aimed to raise awareness, engage adventure enthusiasts and establish Black Grouse Outdoors as a trusted provider of SUP experiences. Our approach included creative copywriting, photography, video content, influencer collaboration and engaging with local media and tourism organisations to amplify reach. This included securing high-profile media coverage, creating engaging content and activating key influencers to showcase the experiences on offer.
The implementation
- Social media management – optimised accounts and posted on Facebook, Instagram and Twitter, adding banners, events, descriptions, hashtags and engaging with relevant accounts and groups
- Influencer outreach – researched and shortlisted relevant influencers, arranged trip itineraries and hosted a soft launch with influencers to generate authentic content
- Press and PR – created and distributed press releases, invited journalists to the expeditions, coordinated and secured media coverage
- Advertising – ran Facebook and Instagram campaigns targeting people interested in SUP within a two-hour radius
- Website content – live with online booking for 2022 trips, including creative copy and expedition descriptions
- Partnerships – engaged with tourism organisations, campsites and SUP suppliers and promoted trips through partner channels
- Content creation – blog post for McConks, 1,000-word article for SUP Magazine, influencer coverage including with Weekend Candy, plus photography and copy for social and press use
The results
- Website analytics: users up 5,258% from previous period, with 7k page views, main referrer social media
- Social media reach: over 200k with follower growth across all platforms
- PR: secured targeted media coverage including with BBC Countryfile and SUP Magazine and built relationships for planned partnerships for 2023 expeditions
- Influencer engagement: significant social media coverage with dynamic content created and new audiences reached
- Generated significant interest for future trips, building a pipeline of interested adventurers
- This comprehensive launch positioned Black Grouse Outdoors as a visible and exciting new adventure brand in the UK combining digital marketing, PR and influencer engagement to drive awareness, bookings and credibility