Case study: Complete destination marketing overhaul, strategy and management
Client: Visit Dean Wye
What we did
We raised the profile of the Forest of Dean and Wye Valley and its tourism and hospitality businesses, overhauling the marketing for Visit Dean Wye, the local Destination Management Organisation, and implementing a significant programme of change which achieved exponential growth across multiple platforms. Our work included designing a new marketing strategy for the fledgling brand, multiple creative campaigns, comprehensive social media strategy and implementation, dynamic content creation, a rebrand, website project management, PR and influencer coordination and extensive photography and videography, all of which raised it from a hidden gem to a contender in the UK tourism market and left it in the strongest position it has ever been in.
The challenge
When we were invited to pitch for the DMO’s marketing in 2018, the organisation was relatively unknown outside its local area, with uninspiring marketing and minimal social media presence. The challenge was to build brand awareness, engage a wider audience and establish Visit Dean Wye as a key player in the UK tourism sector. The organisation needed a cohesive, professional brand presence and an integrated digital marketing strategy that would drive tourism growth.
The objectives
- Establish consistent and effective communication with stakeholders to build trust and alignment
- Create a clear, compelling brand identity and messaging framework
- Develop and implement a multi-channel digital marketing strategy
- Increase engagement and follower growth on social media platforms
- Raise regional, national and international awareness of the Forest of Dean and Wye Valley
- Drive increased website traffic and user engagement
- Coordinate PR and influencer outreach to boost earned media
- Produce high-quality content (photo, video, editorial) to showcase the destination’s unique appeal
- Strengthen member engagement and foster collaborative partnerships
Our strategy
We quickly developed, implemented and managed our strategy entitled ‘Passion, Personality, Purpose, People’ for growing the DMO which included a significant programme of change covering every aspect of its marketing. A major focal point of our strategy was a rebrand, highlighting the importance of having a professional, consistent and attractive brand presence across all digital platforms. We prioritised authenticity and connection with audience-focused digital content, data-informed social media management, influencer partnerships and stakeholder alignment.
The implementation
Audit and strategy: We undertook a full audit of existing assets and developed our strategy to align content with audience interests and seasonal trends while ensuring consistent visual identity and messaging.
Branding and messaging: Encompassing a full rebrand, this strategic framework focused on emotional connections, unique selling points, targeted messaging, authentic storytelling and community and laid a strong foundation for all of our future work.
Social media: Conducted a thorough audit and developed a new strategy, managing Facebook, Twitter, Instagram and YouTube accounts. Achieved 1500% engagement growth in 12 months on a limited retainer, with follower growth of 250% on Facebook (7k to 25k) and 600% on Instagram (1.3k to 10.1k) over four years.
Website management: Led project management of a new website design and build (by destination specialists Simpleview), launching October 2020. Our focus was on improving the user experience, simple navigation and inspirational high quality images and new optimised, engaging copy which we wrote. Achieved a 47% increase in users in 12 months (427k unique users, 1.2m page views).
Copywriting and content creation: Our passion for the area and understanding of the target audience was conveyed in our extensive copywriting and content creation. Including web content, blog posts, campaigns, social media, key sections of the website, newsletters and press releases. We immersed the audience in the captivating narratives of the destination, evoking emotions and bringing the magical landscapes and experiences to life, achieving huge results.
PR and influencers: Coordinating and managing press and influencer visits including for campaigns, to promote experiences and trails securing major coverage including a 10-page spread in National Geographic and this online piece.
Photography and videography: Produced thousands of images and videos extensively used across Visit Dean Wye’s website, social media and newsletters. You can see a number of our photos on our Photography page here. Also see our social media accounts for our latest photos and videos of the Wye Valley and Forest of Dean (links in footer).
Marketing campaigns: Managed many substantial creative marketing campaigns, including:
- My Forest of Dean – A digital campaign aiming to raise the profile of the area to those in the south west of England following the removal of the Severn Bridge tolls in 2018. Included new video (see below) and photo, influencer visits, social media (reach of almost 250,000), PR and advertising. See our blog post about it here.
- Leaf Peeping – The UK’s first guide to leaf peeping including a driving route and top ten ‘leaf peeping’ locations (see our blog post here). Our social media campaign was nominated for a TravMedia Award in 2020.
- Find Your Freedom – A £35k campaign to promote the area’s unique experiences and businesses. After a five-day photoshoot (see our behind the scenes blog post here) the campaign launched in March 2022 comprising six short films, five new itineraries and a social media advertising campaign. See our blog post about it here.
- Escape the Everyday – A Visit Britain campaign to inspire consumers to book a short break by showcasing the breadth of experiences available.
The results
- Raised Visit Dean Wye’s profile regionally and nationally, with significant media coverage and industry recognition
- Achieved exponential growth in social media engagement, reach and followers
- Produced a distinctive, user-friendly website which drove a 47% increase in users within 12 months
- Established Visit Dean Wye as a respected and professional brand within the UK tourism sector
- Delivered multiple successful marketing campaigns