Much more than just river crossings, the Severn Bridges created an invisible barrier between the South West of England and the Forest of Dean and Wye Valley on the other side. With the removal of the Severn Bridge tolls due to take place in December 2018 we began work on a campaign to increase knowledge of the destination with specific targeting to those around Bristol and Bath (over 1 million people). The campaign involved:

• The creation of dynamic and vibrant new films
• A targeted advertising campaign
• Website content
• Social media campaigns
• PR and influencer visits
• User generated content
• A social media competition

We wanted to inspire visitors and locals alike to feel a personal connection with the destination. We called the campaign ‘My Forest of Dean’, centring it on that connection and making the Forest ‘theirs’. The campaign showcased authentic stories, experiences and hidden gems across five key pillars: adventure, fun, nature, taste and heritage. Through striking visuals, engaging content and interactive calls-to-action, we encouraged people to explore, share and celebrate what makes the Forest of Dean and Wye Valley unique, ultimately strengthening emotional ties to the area and boosting engagement across digital and offline channels.