Case study: Launching the Wye Valley’s first stand-up paddleboarding adventures
Client: Inspire2Adventure
What we did
We supported outdoor adventure company Inspire2Adventure with the launch of their new stand-up paddleboarding (SUP) and Mega SUP experiences on the River Wye. Our work combined strategic PR, digital content and influencer engagement to raise awareness, increase bookings and position Inspire2Adventure as a leading outdoor adventure provider in the region. We created a wide range of content, organised and ran an influencer experience and wrote a press release which secured regional and outdoor lifestyle press coverage. We’ve continued to work with them over many years providing content creation, newsletters and influencer experiences.
The challenge
Inspire2Adventure wanted to diversify their adventure offering and reach new audiences by introducing stand-up paddleboarding to the Wye Valley – the first provider to do so. The challenge was to generate strong interest in a brand-new activity while reassuring customers about safety, professionalism and the quality of the experience. At the same time, we needed to create long-lasting marketing assets that would continue to drive engagement beyond the initial launch.
The objectives
- Promote the launch of stand-up paddleboarding and the Mega SUP as unique new activities in the Wye Valley
- Position Inspire2Adventure as an expert, safe and fun outdoor adventure provider
- Highlight appeal to multiple target groups including families, youth groups, corporates and celebrations (hen/stag, birthdays)
- Drive bookings through the website and targeted marketing
- Build media coverage and brand awareness regionally and in outdoor lifestyle press
- Develop long-term marketing assets: website content, blog posts, email newsletters
Our strategy
- Targeted PR with press releases tailored to outdoor, travel, lifestyle and local media
- Content marketing through blog posts, guides and seasonal features to improve SEO and customer confidence
- Influencer engagement with adventure bloggers invited to try paddleboarding and share authentic reviews
- Email marketing set up via Mailchimp with templates for seasonal newsletters and offers
- Audience targeting across multiple groups including corporates, families, celebrations and youth organisations
- Set up email marketing system with regular newsletters to drive bookings
- Strengthened I2A’s profile among families, corporates and celebration groups
The implementation
- Drafted and distributed press releases to targeted media lists, creating angles around adventure, wellbeing and local tourism
- Organised influencer experiences, generating blog reviews and social media content from adventure writers
- Wrote a series of engaging blog posts for the Inspire2Adventure website, including activity spotlights, itineraries and insider guides to the Wye Valley
- Created dynamic content to bring the activities to life and reassure customers about safety, expertise and the fun of participation
- Designed and launched newsletters, encouraging sign-ups from booking forms, the website and local partners
- Supported seasonal campaigns and promotions to maintain momentum beyond the initial launch period
- Produced SEO-rich website content and seasonal blog posts to boost visibility
The results
- Successful launch of stand-up paddleboarding and Mega SUP in the Wye Valley, positioning Inspire2Adventure as an innovator in outdoor adventure
- Media coverage secured in outdoor, travel, camping and local press titles
- Positive influencer reviews and blog content driving authentic engagement online
- Ongoing blog content improved SEO, built trust and inspired customers with first-hand accounts and itineraries
- Established a regular newsletter system to update subscribers on seasonal activities and bookings
- Increased brand awareness among multiple target groups including families, corporates and group celebrations
- Delivered a cost-effective, multi-channel campaign with lasting assets for long-term marketing
