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National Trails in Wales Business Toolkit 2020 | Version 1.0

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National Trails in Wales Business Toolkit 2020 | Version 1.0 NATIONAL TRAILS IN WALES BUSINESS TOOLKIT 2020 | VERSION 1.0 ABOUT THE TOOLKIT .................................................................................................4 HOW TO DEVELOP A MARKETING CAMPAIGN ............................................19 NATIONAL WHY YOU SHOULD USE THE TOOLKIT ..............................................................5 WHAT’S YOUR STORY? ..............................................................................................20 TRAILS IN DID YOU KNOW? NEWSPAPERS, RADIO, MAGAZINES AND TV ..................................................21 OFFA’S DYKE PATH .......................................................................................................6 BLOGGERS .......................................................................................................................21 WALES GLYNDŴR’S WAY .........................................................................................................7 SPECIALIST NETWORKS ...........................................................................................21 PEMBROKESHIRE COAST PATH ..............................................................................8 LOCAL COMMUNITY PARTNERSHIPS .................................................................21 BUSINESS THE NATIONAL TRAILS IN WALES OPPORTUNITY .......................................9 ITINERARY PLANNER .................................................................................................10 HOW TO WRITE A PRESS RELEASE ......................................................................22 TOOLKIT CELEBRATIONS .............................................................................................................10 GETTING THE BEST FROM YOUR WEBSITE .....................................................24 2020 VERSION 1.0 FACTS AND FIGURES ..................................................................................................10 USING VIDEO .................................................................................................................27 LOCAL AUTHORITIES .................................................................................................10 DEVELOPING FAM VISITS ..........................................................................................31 GUIDEBOOKS ................................................................................................................11 CAPITALISING ON THE SEASONS ........................................................................33 DIARY OF EVENTS........................................................................................................11 GETTING STAFF INVOLVED .....................................................................................35 WORKING TOGETHER ..............................................................................................37 PROMOTING THE NATIONAL TRAILS IN WALES ..........................................12 HOW TO REACH YOUR CUSTOMERS ................................................................13 MARKETING MATERIALS .......................................................................................... 40 DATABASES .....................................................................................................................14 BRAND GUIDELINES ...................................................................................................41 NEWSLETTERS ..............................................................................................................14 GENERAL .........................................................................................................................41 SOCIAL MEDIA...............................................................................................................15 E-NEWSLETTER .............................................................................................................41 KEEP UP TO DATE ........................................................................................................16 WALKERS WELCOME MESSAGE IN KEY FOREIGN LANGUAGES ............41 FEEDBACK .......................................................................................................................16 HEALTH BENEFITS OF WALKING YEAR OF THE OUTDOORS 2020 - 21 ...................................................................17 THE NATIONAL TRAILS IN WALES.......................................................................42 RAMBLERS CYMRU ......................................................................................................18 WALKING FACT PANEL .............................................................................................42 CREATING SPECIAL OFFERS ....................................................................................18 HEALTH AND SAFETY ................................................................................................42 USING THE WELSH LANGUAGE ...........................................................................18 TOP TIPS FOR DOG WALKERS ...............................................................................43 RESPECT THE WATER .................................................................................................43 ADVENTURE SMART WALES ...................................................................................43 MAPS AND WALKS ..................................................................................................... 44 ACCESSIBILITY/DISABLED INFORMATION ....................................................... 44 HIDDEN GEMS ............................................................................................................. 44 REFILL WALES ............................................................................................................... 44 This project has received funding through the Welsh Government Rural BEST PRACTICE EXAMPLES .....................................................................................45 Communities - Rural Development Programme 2014-2020, which is WEB SITES ......................................................................................................................46 funded by the European Agricultural Fund for Rural Development and the NEWSLETTER ...............................................................................................................46 Welsh Government. PRESS RELEASE EXAMPLE ........................................................................................47 3 NATIONAL TRAILS IN WALES ABOUT THE TOOLKIT NATIONAL ABOUT THE TOOLKIT TRAILS IN Welcome to the National Trails in Wales marketing Toolkit featuring Offa’s Dyke Path, Glyndŵr’s Way and the WALES Pembrokeshire Coast Path – a free-on-line resource for all businesses. It is designed to be easy to use, giving you the ABOUT THE ability to access a wide range of material and information, much of which you can download. TOOLKIT Using the Toolkit will help you successfully You will find everything within the Toolkit market your business by using the pulling- from advice on writing press releases to Why you should use the Toolkit power of these three outstanding Trails, how to develop joint marketing schemes, which already successfully attract thousands of improving your website, being a whizz at Marketing and promoting your business visitors every year, and by making use of the social media and much more. is not easy – it takes time, effort and ideas within this Toolkit you can share in that not inconsiderable funds. So, we have success – attracting new customers to use By using the Toolkit, you will be able to created this on-line resource just for your products and services. identify new opportunities to market your you. Make use of it and you have instant business to walkers and a wide range of access to marketing, PR and media With help from this Toolkit you will be able visitors by creating new offers and products experts, enabling you to create bespoke to put together a range of marketing and attractive to them, such as: marketing plans. promotional plans and ideas. It is like having your own marketing team on-line. • joint marketing initiatives • media campaigns It also provides useful safety information to • social media activity help you promote the Trails responsibly and • special offers and promotions encourage the safe enjoyment of walking in Wales. All of which will help you: • reach new customers • build new business And best of all – it’s all FREE! GO BACK TO CONTENTS 5 NATIONAL TRAILS IN WALES ABOUT THE TOOLKIT DID YOU KNOW? OFFA’S DYKE PATH • Offa’s Dyke Path is a 177 mile (285 Km) long walking trail. It is • Chepstow Castle is regarded as the oldest surviving stone castle named after, and often follows, the spectacular Dyke King Offa in Britain and boasts the oldest castle doors in Europe – some 800 ordered to be constructed in the 8th Century. It is the longest years old. Until 1962 these doors hung in the main gateway, but are Scheduled Ancient Monument in Britain. now in safe keeping in the on-site exhibition. • Offa’s Dyke Path passes through eight different counties and crosses • Monnow Bridge crosses the River Monnow in the Welsh border the Welsh/English border over 20 times. market town of Monmouth, best known as the birthplace of Henry V. It is the sole remaining medieval fortified river bridge in Britain • It links three Areas of Outstanding Natural Beauty and a National Park – the Wye Valley, the Shropshire Hills and the Clwydian Range • Pontcysyllte Aqueduct is the
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