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Home , Cambrian Way, Carn Llidi, Coastline of Wales, Hatterrall Ridge, National Trails, Natural Resources Wales

NATIONAL IN 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 COAST PATH ...... 8 LOCAL COMMUNITY PARTNERSHIPS...... 21 BUSINESS THE 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 ...... 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 ...... 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 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 – 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!

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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 . It is •  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 • Pontcysyllte Aqueduct is the longest and highest aqueduct in Britain and Dee Valley, plus the Beacons National Park. and is often called ‘the stream in the sky.’ It is a Scheduled Ancient Monument, a World Heritage Site, and a Grade I Listed structure. • The Path passes through or near to many historic towns, including Chepstow, Monmouth, Hay-on-Wye, Kington, Presteigne, • White Castle, alongside the Offa’s Dyke Path, is one of a group of Knighton, Bishop’s Castle, Montgomery, Welshpool, Oswestry, three castles, linked by the Three Castles Trail, the others being Llangollen, Mold, , Denbigh, and . Skenfrith and Grosmont. All three were under the control of a single lord, Hubert de Burgh, early in the 13th Century. • Hay-on-Wye is known world-wide as “the town of books”. This pretty market town lies on the east bank of the just • The Offa’s Dyke Path runs close to Llanthony Priory, a partly inside the National Park and is home to the annual ruined Augustinian priory at the foot of Black Mountains on international Hay Festival. the Hatterrall Ridge above the Llanthony Valley, and marks the Wales- border. GO BACK TO CONTENTS

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NATIONAL TRAILS IN WALES ABOUT THE TOOLKIT DID YOU KNOW? GLYNDŴR’S WAY

• Glyndŵr’s Way is 135 miles long (217km) and named after • At you can see pied flycatchers and redstarts, dippers Owain Glyndŵr, Prince of Wales and Medieval Welsh nationalist and great crested grebes and goosanders. Look carefully and you leader who organised a rebellion against the English king, Henry IV might see a peregrine falcon soar in the skies. in 1400. • The Owain Glyndŵr Centre is built on the site of the famous • It’s well worth making the effort to take the short detour from parliament held in 1404 at which Owain was crowned Prince Glyndŵr’s Way up to the trig point on the top of Foel Fadian of Wales. This Grade 1 listed building was given to the town of (1530ft/510m). On a clear day views stretch out along the majestic Machynlleth by Lord Davies of Llandinam in February 1912. Dulas valley to Machynlleth and the sea. • Take a short one mile detour and view the medieval Powis Castle • Glyndŵr’s Way takes you to some of the finest landscape features with its celebrated, world-famous gardens. Laid out under the in Wales including the tranquil Radnorshire Hills, the shores of the influence of Italian and French styles, it houses a range of rare plants. Clywedog Reservoir and the “heather-clad” range. • In July and August make a special effort to visit Glaslyn Wildlife Trust • The trail passes Llyn Clywedog - a man-made reservoir formed by the Reserve when its turns purple with the flowering heather. Look out construction of the Clywedog Dam. The lake has a surface area of 615 for the lake’s speciality, quillwort, which often washes up on the lake acres (230 football pitches), a maximum depth of 216 ft and stretches shore after bad weather. a distance of some six miles in all. Above the dam is a viewing platform offering a panoramic view of the surrounding countryside. • High above the Trail passes along an old Roman Road and the remains of the Penycrocben Roman fort.

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NATIONAL TRAILS IN WALES ABOUT THE TOOLKIT DID YOU KNOW? PEMBROKESHIRE COAST PATH

• Opened in 1970, the Pembrokeshire Coast Path was the first • A little inland at the magnificent you can see an National Trail in Wales. impressive 11th century Celtic cross, the only restored tidal mill in Wales, and a medieval bridge, all linked by a one-mile circular walk. • It runs for 186 miles (299 km) from to . • Throughout the length of the Trail, small quays, lime kilns, • It passes 58 beaches and 14 harbours. warehouses and sites like the brickworks at are reminders of an industrial tradition. The waterway, • The Pembrokeshire coastal bus service covers the entire Path. with its natural harbour that once so impressed Nelson, is still an industrial hub. • The rise and fall of the entire Path is approx 35,000 feet - that’s as high as Everest! • Completing the Coast Path in one go takes on average between 10 to 15 days. • The Pembrokeshire Coast Path is part of the which stretches 870 miles right around Wales. • St Davids, on the Coast Path, is Britain’s smallest city with a population of under 2,000. It was given city status in the 12th • At Castell Henllys, Crymych, you can step back in time. It is a Century, but lost it in 1886. It was restored in 1995 by Royal unique Iron Age hill fort recreated with fantastic replica Iron Age Charter. roundhouses, built right on top of the excavated remains of an existing hill fort, dating back 2,400 years. • The Coast Path runs through a landscape with a wealth of archaeological and historic remains. edge iron age promontory forts with their ditches and ramparts can be viewed in many places, with fine mediaeval castles at and Pembroke and more GO BACK recent defences from the Napoleonic era and the second world war. TO CONTENTS

8 NATIONAL THE NATIONAL TRAILS TRAILS IN WALES IN WALES OPPORTUNITY In total the three National Trails in Wales – Offa’s Dyke Path, Glyndŵr’s Way and the Pembrokeshire Coast Path – cover ABOUT THE nearly 500 miles (800km). These scenic routes enable you to market your business to the thousands who walk the three TOOLKIT trails every year. With the help of this Toolkit you can also be connected to 13 other National Trails throughout England.

From young families, to retired couples, OFFA’S DYKE PATH LINKS singles to adventure seekers – use the Toolkit • Offa’s Dyke Path Route NATIONAL TRAILS LINKS to discover ways in which you can ensure that • Offa’s Dyke Path Circular and Linear Walks • The best Trails in England and Wales they become your customers. • Offa’s Dyke Path Walks (Visit Wales) • The Great Walking Trails

National Trails is an iconic, international brand GLYNDŴR’S WAY LINKS NATIONAL TRAILS and as such connects you and your business to • Glyndŵr’s Way Information a wide and varied consumer market. • Pick your favourite walk on Glyndŵr’s Way (Visit Wales) So, what can you offer your customers that WALES COAST PATH will appeal to National Trail walkers? Check PEMBROKESHIRE COAST PATH LINKS The Pembrokeshire Coast Path is also out these ideas and take a look at the National • Pembrokeshire Coast Path Route part of the internationally renowned 870 Trails web links for more information. • Pembrokeshire Coast Path Route Circular mile-long Wales Coast Path. Combined and Linear Walks they offer you unrivalled opportunities to • Offer a clothes drying facility • Exploring the Pembrokeshire Coast Path market your business. • Collection from local bus or train stops (Visit Wales) • Collection and drop off WALES COAST PATH to and from the Trail • Free drinks and snacks for dogs • Provide bus and train timetables • Free dog poo bags • Offer contact details for useful local • Collection of luggage businesses, such as taxis, bike hire, • Provide packed lunches VISIT WALES car hire etc • Offer local knowledge – best coastal walks, Take a look at this Visit Wales • Offer maps and information on walks great places to go for a drink/lunch web site for more ideas and free advice. • Lend walking sticks  • Provide a secure bicycle park VISIT WALES • Provide safety information GO BACK TO CONTENTS

9 ITINERARY PLANNER THE NATIONAL TRAILS Idris and Plynlimon mountains. There are NATIONAL The National Trails website also has an IN WALES IN FACTS AND FIGURES overnight stops in small towns like Llanidloes itinerary planner for each of the trails. For The three National Trails in Wales together or lovely villages like Meifod, but you can TRAILS IN some great ideas take a look at: https://www. with the Wales Coast Path offer walkers of all travel for miles and only see the occasional nationaltrail.co.uk/en_GB/trails/ for general abilities a wide range of walks. farmer. What you will see, however, are red WALES information, and here are links to the specific kites, peregrine falcons and buzzards. trails in Wales: From cliff top walks and secluded beaches ABOUT THE through to exploring market towns and The Pembrokeshire Coast Path covers 186 TOOLKIT • Offa’s Dyke Path Custom Itinerary villages, the Trails offer visitors unparalleled miles, passes 58 beaches and 14 harbours, • Glyndŵr’s Way Path Custom Itinerary choice. To enjoy the Trails, you don’t even and tracks every cliff and cove between St • Pembrokeshire Coast Path need to be an ardent walker as there are Dogmaels and Amroth. It is part of the 870- Custom Itinerary short easy stretches for a quick and easy walk mile long Wales Coast Path, which travels as well as longer, more challenging hikes. around the complete .

CELEBRATIONS Running alongside the border between In 2012 National Geographic magazine named Celebrations such as anniversaries provide England and Wales, Offa’s Dyke Path is a Pembrokeshire the world’s second-best great opportunities for publicity and the beautiful 177-mile National Trail that starts in coastal destination. The year before it ranked promotion of your business. Offa’s Dyke Path the south by the Severn at Sedbury, the Pembrokeshire Coast Path second in a will be celebrating its anniversary in 2021. near Chepstow, and finishes at Prestatyn on world’s top 10 long-distance paths. the north coast. The walk will take an average Arrangements were put on hold as a result of walker roughly 12 days to complete. Lonely LOCAL AUTHORITIES Covid-19, but look out for details of what is Planet names Offa’s Dyke among the world’s Take a look at the websites of local planned which will be publicised in due course. greatest walks. authorities and other useful organisations See how you can link what you do with the which cover the National Trails in Wales’ anniversary celebrations. In the 8th century, King Offa of Mercia routes. Here you will find a feast of erected a wide border rampart to separate facts and figures and information about Wales and England: Offa’s Dyke. Much later, activities in your area: in 1971, the path was placed alongside it. It passes through eight counties, offering an • Visit Wales array of pretty market towns along its route, • with a choice of accommodation. • County Council • County Council Glyndŵr’s Way will take you off the beaten • County Council track. Its nine-day route visits many of • County Council the sites connected with Wales’ historic • Pembrokeshire County Council past – towns like Welshpool, Knighton and • Pembrokeshire Coast National Machynlleth. Park Authority • County Council On the complete route, you will walk through GO BACK • Ramblers Cymru rolling farmland, open moor and heather-clad TO CONTENTS • Mid Wales My Way hills, and discover exhilarating views of Cadair

10 Gair i gall Cynllunio ymlaen llaw Gellir ddod o hyd i fapiau manwl, teithiau undydd ac aml-ddiwrnod, teithiau cylchol, trefnwyr teithiau a chwmnïau cludo bagiau ar www.nationaltrail.co.uk Cludiant cyhoeddus Llwybrau Cenedlaethol Ystyriwch ddefnyddio cludiant cyhoeddus i gyrraedd dechrau a/neu ddiwedd eich taith gerdded. Fe welwch amserlenni cynhwysfawr ar www. Mae'r Llwybrau Cenedlaethol yn deithiau cerdded pellter cymraeg.traveline.cymru. Ar gyfer gwasanaethau bws arfordirol ewch hir drwy rai o dirweddau gorau 'r DU. Gellir mynd ar rai i www.sir-benfro.gov.uk/llwybrau-bysiau-ac-amserlenni/llwybrau- bysiau-rhestr-y-bysiau-arfordirol. ohonyn nhw ar gefn beic mynydd neu geffyl hefyd. Maen Diogelwch llanw nhw'n arbennig – maen nhw wedi cael eu dynodi gan y Er eich diogelwch, cadwch olwg ar amserau’r llanw gan ddefnyddio’r Llywodraeth ac yn cael eu rheoli i set o Safonau Ansawdd tablau llanw perthnasol: www.metoffice.gov.uk/weather/specialist- sy'n eu gosod uwch law llwybrau eraill. Mae'r llwybrau Porthgain i Abereiddi forecasts/coast-and-sea/beach-forecast-and--times wedi'u harwyddo'n dda gyda'r symbol mesen unigryw. Porthgain to Abereiddi Perchnogion cŵn Mae swyddog penodedig yn gofalu am bob llwybr, yn aml Mae croeso i gŵn ond dylech eu cadw dan reolaeth agos, yn enwedig o amgylch da byw ac ymylon clogwyni. Ewch i www.arfordirpenfro.cymru/ gyda thimau o wirfoddolwyr. Dilynwch Gôd Diogelwch Llwybr yr pethau-iw-gwneud/cerdded-yn-y-parc/cerdded-eich-ci Darganfyddwch fwy ar www.nationaltrail.co.uk pwysig ar gŵn yn y Parc Cenedlaethol. Arfordir os gwelwch yn dda • Cadwch at y llwybr, i ffwrdd oddi wrth ymylon y clogwyni National Trails a throsgrogau Top Tips am ganllawiau National Trails are long distance walks through some of • Goruchwyliwch blant ar bob adeg, yn enwedig ger ymylon y Planning ahead Here are just a few facts that you may not have the very best landscapes the UK has to offer. They are clogwyni Detailed maps, one and multi day itineraries, circular walks, tour organisers and baggage carrying companies can be found on special – they have been designated by the Government Parc Cenedlaethol Arfordir Cymru • Mae arwynebau cerdded yn gallu amrywio’n sylweddol yn ôl y www.nationaltrail.co.uk and are managed to a set of Quality Standards that set NATIONAL THE NATIONAL TRAILS IN Mae Arfordir Penfro yn un o’r Parciau Cenedlaethol lleiaf yn y tywydd. Gwisgwch esgidiau cryfion gyda gafael dda a chynhalwyr known about the National Trails of Wales: Public transport them above other routes. You will find the trails well DU, ond peidiwch â gadael i’r maint eich twyllo chi, rydych chi pigyrnau bob amser Please consider using public transport to get to the start and/or end waymarked with the distinctive acorn symbol. Each trail of your walk. You will find comprehensive timetables at www.traveline. wrth y fynedfa i amrediad o dirweddau rhyfeddol. Mae gan yr • Gwisgwch ddillad cynnes sy’n dal dŵr, neu dewch â hwy gyda chi is looked after by a dedicated officer often with teams of WALES DIARY OF EVENTS cymru. For coastal bus services, go to arfordir o ansawdd gefndir o fryniau, aberoedd, dyffrynnoedd • Mae’n gallu bod yn beryglus cerdded at gopa clogwyni mewn routes-and-timetables/bus-routes-list-coastal-buses. volunteers. a choetiroedd sy’n eich galluogi chi i ddarganfod rhywbeth gwyntoedd uchel Tide safety www.pembrokeshire.gov.uk/bus- Find out more at www.nationaltrail.co.uk gwahanol. For your safety please keep track of the using the relevant tide tables TRAILS IN• Byddwch yn ofalus wrth dorri ar draws traethau i arbed amser Llwybr Cenedlaethol Give your customers another reason Nid yw’n syndod bod pobl yn cael eu denu’n ôl dro ar ôl tro at www.metoffice.gov.uk/weather/specialist-forecasts/coast-and-sea/ – efallai y gallai’r llanw eich ynysu. Mae nofio’n gallu bod yn Llwybr Cenedlaethol • On average, fell-runners take 5 days to beach-forecast-and-tide-times) i arfordir Penfro i fwynhau ein 80+ o draethau a childraethau, Arfordir Sir Benfro beryglus hefyd Arfordir Sir Benfro Dog owners Porthgain i Abereiddi einDilynwch tywod euraidd Gôd gogoneddus Diogelwch a’n baeau Llwybr creigiog, yr gwyntog Rhan o Lwybr Arfordir Cymru • Peidiwch ag eistedd o dan glogwyni na’u dringo to visit you by including details on your Dogs are welcome but please keep them under close control, especially Porthgain to Abereiddi pellennig.Arfordir Os mai’r os gwelwch adar môr yn yyn gwanwyn, dda y ffrwydrad o Rhan o Lwybr Arfordir Cymru complete Offa’s Dyke Path - hikers take 12. around livestock and cliff edges. Visit flodau gwyllt rhwng Ebrill a Gorffennaf, neu’r profiad hudolus • Cadwch eich cŵn o dan reolaeth agos things-to-do/walking-in-the-park/walking-your-dog/ • Cadwch at y llwybr, i ffwrdd oddi wrth ymylon y clogwyni Pembrokeshire guidance on dogs in the National Park. o weld morloi bach dan awyr syfrdanol mis Medi sy’n mynd • Rheolir Llwybr yr Arfordir ar gyfer cerddwyr; nid yw’n ddiogel www.pembrokeshirecoast.wales/ a throsgrogauWALES Porth Mawr, Ynys Dewi a Charn Llidi Pembrokeshire web site and in your marketing literature â’ch bryd, bydd Parc Cenedlaethol Arfordir Penfro yn gadael nac yn gyfreithlon marchogaeth na beicio ar hyd mwyafrif Coast Path Whitesands, National Ramsey Trail Island and Carn Llidi Goruchwyliwch blant ar bob adeg, yn enwedig ger ymylon y Please follow the Coast Path Safety Code www.arfordirpenfro.cymru/llwybr-cenedlaethol ei farc ar• eich meddwl a’ch enaid Llwybr yr Arfordir Part of the Wales Coast Path Coast Path National Trail www.pembrokeshirecoast.wales/national-trailfor important clogwyni • Gadewch y clwydi a’r eiddo fel y cawsoch nhw • Keep to the Path, away from cliff edges and overhangs Part of the Wales Coast Path about events in your area. You can check • Mae arwynebau cerdded yn gallu amrywio’n sylweddol yn ôl y • Cofiwch nad yw signal ffôn symudol yn ddibynadwy ar yr arfordir. • Always supervise children, especially near cliff edges • Offa’s Dyke Path has 30,000ft of accent, Llwybrau Cenedlaethol Pembrokeshiretywydd. Gwisgwch Coast esgidiau National cryfion gyda gafael Park dda a chynhalwyr Porth Mawr, Ynys Dewi a Charn Llidi • Walking surfaces can vary considerably with the weather. Mae'r Llwybrau Cenedlaethol yn deithiau cerdded pellter The PembrokeshirepigyrnauABOUT Coast bob amseris one of the smallest of the UK’s LawrlwythwchTHE ap Llwybr Arfordir Whitesands, Cymru i and Carn Llidi Always wear strong footwear with a good grip and ankle out what is happening along the trails by hir drwy rai o dirweddau gorau 'r DU. Gellir mynd ar rai National Parks,• Gwisgwch but don’t ddilladlet the cynnessize fool sy’n you. dal While dŵr, neu the dewch â hwy gydaddilyn chi eich taith gerdded a chael rhagor o walking the entire Trail will be the equivalent ohonyn nhw ar gefn beic mynydd neu geffyl hefyd. Maen support Gair i gall coastline may be Mae’n the headlinegallu bod act,yn beryglus it’s backed cerdded by a stellarat gopa clogwyni mewnwybodaeth. Chwiliwch am Lwybr Arfordir Llun clawr / Cover image: Goleudy Pen-caer / Lighthouse • • Wear or carryCrwydro warm and waterproof Arfordir clothing Cymru Delweddau © Hawlfraint y Goronnhw'n (2020) Croeso arbennig Cymru Images – maen nhw wedi cael eu dynodi gan y supporting cast of hills, , valleys and woodlands, Cymru yn eich siop apiau. Sganiwch y cod Cynllunio ymlaen llaw © Crown copyright (2020) Visit Wales gwyntoedd uchel Please follow the Coast Path Safety Code Crwydro Arfordir Cymru clicking on these links: Llywodraeth ac yn cael eu rheoli i set o Safonau Ansawdd which means there’s far more to explore than you realise. QR hwn i fynd i’n gwefan: • Cliff-top walking can be dangerous in high winds Gellir ddod o hyd i fapiau manwl, teithiau undydd ac aml-ddiwrnod,Gorffennaf / July 2020 of walking up Everest. • Byddwch yn ofalus wrth dorri ar draws traethau i arbed amser Keep to the Path, away from cliff edges and overhangs Coastal Walking Wales teithiau cylchol, trefnwyr teithiau a chwmnïau cludo bagiau ar sy'n eu gosod uwch law llwybrau eraill. Mae'r llwybrau www.llwybrarfordircymru.gov.uk• With more than 80 beaches and coves to discover, from • Beware of taking shortcuts across beaches – you may be Coastal Walking Wales www.nationaltrail.co.uk – efallai y gallai’r llanw eich ynysu. Mae nofio’n gallu bod yn wedi'u harwyddo'n dda gyda'r symbol mesen unigryw. glorious stretches of goldenTOOLKIT sand to lonely windswept bays, • Always supervise children, especially near cliff edges cut off by the tide. Swimming can also be dangerous Parc Cenedlaethol Arfordir Cymru Cludiant cyhoeddus Mae swyddog penodedig yn gofalu am bob llwybr, yn aml beryglus hefyd Dewch am dro! ‘Cerddwch’ Lwybr yr Arfordir ar eich there’s little wonder that people are drawn to Pembrokeshire’s • Walking surfaces can vary considerably with the weather.• Ystyriwch ddefnyddio cludiant cyhoeddus i gyrraedd dechrau a/neu Mae Arfordir Penfro yn un o’r Parciau Cenedlaethol lleiaf yn y ffôn, tabled neu liniadur ar Google Street View yn Do not sit under cliffs or climb them gyda thimau o wirfoddolwyr. award-winning coastline• Peidiwch time and ag eistedd time again. o dan Whether glogwyni it’s na’u dringo Always wear strong footwear with a good grip and ankle ddiwedd eich taith gerdded. Fe welwch amserlenni cynhwysfawr ar www. DU, ond peidiwch â gadael i’r maint eich twyllo chi, rydych chi www.arfordirpenfro.cymru/llwybr-arfordir/manylion-am-y- • Keep dogs under close control cymraeg.traveline.cymru. Ar gyfer gwasanaethau bws arfordirol ewch Darganfyddwch fwy ar www.nationaltrail.co.uk the sight of sea birds in• Cadwchspring, the eich explosion cŵn o dan of reolaeth wild flowers agos llwybr support i www.sir-benfro.gov.uk/llwybrau-bysiau-ac-amserlenni/llwybrau- wrth y fynedfa i amrediad o dirweddau rhyfeddol. Mae gan yr • The Coast Path is managed for walkers; it is not safe or between April and July,• orRheolir the magical Llwybr yrexperience Arfordir ar gyferof spotting cerddwyr; nid yw’n ddiogel • Wear or carry warm and waterproof clothing • Offa’s Dyke is almost 20 metres wide in bysiau-rhestr-y-bysiau-arfordirol. arfordir o ansawdd gefndir o fryniau, aberoedd, dyffrynnoedd lawful to cycle or ride horses along most of the Coast Path. OFFA’S DYKE PATH seal pups under stunningnac September yn gyfreithlon skies, marchogaeth Pembrokeshire na beicio ar hyd mwyafrif Diogelwch llanw a choetiroedd sy’n eich galluogi chi i ddarganfod rhywbeth • Cliff-top walking can be dangerous in high winds National Trails Coast National Park is a place that’s guarantees to leave its Dinbych-y-pysgod • Leave the gates and property as you found them. Er eich diogelwch, cadwch olwg ar amserau’r llanw gan ddefnyddio’r Llwybr yr Arfordir gwahanol. • Beware of taking shortcuts across beaches – you may be tablau llanw perthnasol: www.metoffice.gov.uk/weather/specialist- National Trails are long distance walks through some of imprint on both your mind and your soul. • Remember that a mobile phone signal is not reliable on the places, and up to eight metres deep. • Gadewch y clwydi a’r eiddo fel y cawsoch nhw cut off by the tide. Swimming can also be dangerous forecasts/coast-and-sea/beach-forecast-and-tide-times the very best landscapes the UK has to offer. They are Nid yw’n syndod bod pobl yn cael eu denu’n ôl dro ar ôl tro coast. • Cofiwch nad yw signal ffôn symudol yn ddibynadwy ar yr arfordir. Perchnogion cŵn am ganllawiau special – they have been designated by the Government i arfordir Penfro i fwynhau ein 80+ o draethau a childraethau, • Do not sit under cliffs or climb them Download the Wales Coast Path app to track Mae croeso i gŵn ond dylech eu cadw dan reolaeth agos, yn enwedig o ein tywod euraidd gogoneddus a’n baeau creigiog, gwyntog and are managed to a set of Quality Standards that set Lawrlwythwch ap Llwybr Arfordir Cymru i • Keep dogs under close control amgylch da byw ac ymylon clogwyni. Ewch i www.arfordirpenfro.cymru/ pellennig. Os mai’r adar môr yn y gwanwyn, y ffrwydrad o your walk and get further information. Search pethau-iw-gwneud/cerdded-yn-y-parc/cerdded-eich-ci them above other routes. You will find the trails well ddilyn eich taith gerdded a chael rhagor o The Coast Path is managed for walkers; it is not safe or flodau gwyllt rhwng Ebrill a Gorffennaf, neu’r profiad hudolus • for Wales Coast Path in your app store. Scan pwysig ar gŵn yn y Parc Cenedlaethol. waymarked with the distinctive acorn symbol. Each trail wybodaeth. Chwiliwch am Lwybr Arfordir lawful to cycle or ride horses along mostthis of QR the code Coast to Path. go to our website: o weld morloi bach dan awyr syfrdanol mis Medi sy’n mynd is looked after by a dedicated officer often with teams of Cymru yn eich siop apiau. Sganiwch y cod • Glyndŵr’s Way is usually walked in one â’ch bryd, bydd Parc Cenedlaethol Arfordir Penfro yn gadael • Leave the gates and property as you foundwww.walescoastpath.gov.uk them. GLYNDWR’S WAY volunteers. QR hwn i fynd i’n gwefan: Try out the Trail! ‘Walk’ the Coast Path on your phone, Top Tips ei farc ar eich meddwl a’ch enaid • Remember that a mobile phone signal is not reliable on the Find out more at www.nationaltrail.co.uk www.llwybrarfordircymru.gov.uk tablet or laptop on Google Street View at Planning ahead coast. direction, starting at the town clock in Detailed maps, one and multi day itineraries, circular walks, tour organisers Dewch am dro! ‘Cerddwch’ Lwybr yr Arfordir ar eich www.pembrokeshirecoast.wales/?s=google+trekker Download the Wales Coast Path app to track and baggage carrying companies can be found on Pembrokeshire Coast National Park ffôn, tabled neu liniadur ar Google Street View yn www.nationaltrail.co.uk your walk and get further information. Search The Pembrokeshire Coast is one of the smallest of the UK’s www.arfordirpenfro.cymru/llwybr-arfordir/manylion-am-y- for Wales Coast Path in your app store. Scan Knighton. The finish point is the park next to Public transport llwybr Please consider using public transport towww.pembrokeshire.gov.uk/bus- get to the start and/or end National Parks, but don’t let the size fool you. While the Pont Werdd Cymru this QR code to go to our website: Pont Werdd Cymru of your walk. You will find comprehensive timetables at www.traveline. coastline may be the headline act, it’s backed by a stellar The Green Bridge of Wales www.walescoastpath.gov.uk The Green Bridge of Wales cymru. For coastal bus services, go to supporting cast of hills, estuaries, valleys and woodlands, Dinbych-y-pysgod Try out the Trail! ‘Walk’ the Coast Path on your phone, the canal in Welshpool. routes-and-timetables/bus-routes-list-coastal-buses. which means there’s far more to explore than you realise. PEMBROKESHIRE Tenby Tide safety tablet or laptop on Google Street View at With more than 80 beaches and coves to discover, from For your safety please keep track of the tides using the relevant tide tables www.pembrokeshirecoast.wales/?s=google+trekker at www.metoffice.gov.uk/weather/specialist-forecasts/coast-and-sea/ glorious stretches of golden sand to lonely windswept bays, GUIDEBOOKS beach-forecast-and-tide-times) there’s little wonder that people are drawn to Pembrokeshire’s COAST PATH Dog owners www.pembrokeshirecoast.wales/for important award-winning coastline time and time again. Whether it’s Dogs are welcome but please keep them under close control, especially the sight of sea birds in spring, the explosion of wild flowers • It takes on average nine days to complete around livestock and cliff edges. Visit Guidebooks to the National Trails things-to-do/walking-in-the-park/walking-your-dog/ between April and July, or the magical experience of spotting guidance on dogs in the National Park. seal pups under stunning September skies, Pembrokeshire Coast National Park is a place that’s guarantees to leave its are published by Aurum Press, among Glyndŵr’s Way. www.arfordirpenfro.cymru/llwybr-cenedlaethol imprint on both your mind and your soul. www.pembrokeshirecoast.wales/national-trail others. Each contains the information you

Information on other events, need to walk the Trail, including Ordnance • There are over 490 gates and 39 bridges

Llun clawr / Cover image: Goleudy Pen-caer / Strumble Head Lighthouse Delweddau © Hawlfraint y Goron (2020) Croeso Cymru Images © Crown copyright (2020) Visit Wales along Glyndŵr’s Way. such as walking festivals, can be Gorffennaf / July 2020 Survey mapping for the whole route and information on places of interest, public found at Walks around Britain. transport and accommodation. • It takes about two and a half weeks to walk the 186 miles of Pembrokeshire coastline. The National Trails website offers you the THE TRAILS SHOP • At the Pembrokeshire Coast facility to input information important to Path reaches a height of 574 feet (175 m) and you and your business. It’s a great way to secure effective promotion of what you OFFA’S DYKE SHOP at its lowest point – Sandy Haven crossing, near Milford Haven – it is just six feet (2 m) do and what you offer to your visitors. above low water. On the National Trails’ website, you can upload information to an accommodation • In 2020 The Pembrokeshire Coast Path listing; promote your business; share celebrated its 50th anniversary. photographs; look up places of interest; and promote your events. • And just to show how popular walking is, the Wales Coast Path gets over 43 million annual Just go to The National Trails website visits with walkers spending nearly £550 select the Trail you want and click on GO BACK million a year. Just think what the National “Add your information” at the top of TO CONTENTS Trails in Wales can do for your business! your screen.

11 NATIONAL TRAILS IN WALES PROMOTING THE NATIONAL TRAILS IN WALES

NATIONAL HOW TO REACH YOUR CUSTOMERS TRAILS Those who walk or visit National Trails all require a range of products and services IN WALES and as a local business you are ideally placed to provide them. PROMOTING You know how good you are: how your So, make sure you: Once you register you will be able to choose THE comfortable rooms offer a warm welcome; • Check all marketing materials – web site, which images you want to download – free- how the food in your restaurant is too brochure etc. Clearly and simply state of-charge. NATIONAL good to miss – or perhaps you run a tourist what you are offering by identifying the attraction that’s exciting and offers unique key selling points of your business that are TRAILS IN experiences to visitors. But do those attractive to walkers. thousands of visitors who walk the National WALES Trails every year know? • Make it easy for customers to contact You can use images of the three National you and have a two-way conversation Trails in Wales in many ways, including: Stand back and put yourself in the place of with you - so include easily-accessible your customer. What is obvious to you may contact details, such as phone numbers, • On your website, in brochures or via social not be so to those who have never visited - so email addresses etc. media such as and Instagram tell them. • Don’t tell customers to contact you • To illustrate hotel and B&B Be clear about what you are offering. Look at [email protected] bedroom browsers around and you will see plenty of examples Personalise your relationship and use of the hotel web site that fails to mention a name in contact details, such as “For • To make information you send to or make clear its full range of services; the further information please contact Jane customers more interesting adventure park that doesn’t list its hours of Smith janes524@b&bplace.com 0123 opening or the restaurant that doesn’t display 4567456.” sample menus on its website. NATIONAL TRAILS • Use good quality photographs to illustrate BRAND GUIDELINES All these omissions are barriers to business. your products and services. High quality See also the new brand guidelines You are in effect turning away customers, photographs of the three Trails have for National Trails. for very few people will spend time searching been commissioned and will be free to your website for information that isn’t at first use - stunning shots of Offa’s Dyke Path, BRAND GUIDELINES obvious. Glyndŵr’s Way, the Pembrokeshire Coast Path and surrounding areas. So, make use of them – show your customers that your business is set among breath-taking scenery. Go to the Wales photo library GO BACK where a range of photographs have already TO CONTENTS been uploaded, with more to come over the coming months. 13

NATIONAL TRAILS IN WALES PROMOTING THE NATIONAL TRAILS IN WALES When looking to build custom always Build links with Walking Festivals to encourage NEWSLETTERS remember how important it is to retain guests to return at other times of year and A simple emailed newsletter is an easy way existing custom. So, don’t ignore those whom to stay for multiple days. Here are just a few to keep in touch with customers and need you already serve. useful links: not cost a great deal. Get a simple template designed or use one of the free, on-line So, make sure: • Walks in Chepstow tools. Send it to your database no more than • You build and maintain a customer • Kington Walks two or three times a year with information database • Bishop Castle Walking Festival about what is new at the business or what is • You keep customers informed, perhaps via • Visit Montgomery changing, and details on forthcoming events. a newsletter and social media • Llangollen Walking Festival Include information about the Trails, such as • Use local events to help you create special • Prestatyn Walking Festival “Why spring is a good time to visit”, “Walking packages and offers. Look out for the the National Trails in autumn”, and other “slightly different”. For example: The useful details, such as bus times and routes. Rebellion Summer, the slightly warmer DATABASES version of the popular Rebellion Winter, Make sure you capture your visitors’ contact Perhaps you have added new services or is a 135 mile (217 Km) Ultra Marathon in details, but you must get their permission to facilities, employed a new front of house Mid Wales. It follows the full length of the keep them updated with news of what you manager, or changed your opening hours. Glyndwr’s Way National Trail with a total and your business are doing. You can easily And don’t forget to include a special offer for ascent of just over 25,000ft (7700m). The do this by posing a question on your web your special customers. event starts in Knighton, just on the Welsh site such as: “Would you like to receive our border and loops through Machynlleth. The newsletter?” or “Click here to be updated on BEST PRACTISE EXAMPLES event finishes in Welshpool. It is one of the special offers.” You can find out more about most beautiful and demanding ultra-running your responsibility in keeping your customers routes in the UK. data safe at: Take a look at Best Practice Examples GO BACK at the end of the Toolkit for a template TO CONTENTS SUMMER REBELLION GDPR e-newsletter layout which you can use.

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NATIONAL SOCIAL MEDIA TRAILS Social media offer great ways of interacting with potential customers, IN WALES posting information and comments and responding to what others are posting.

PROMOTING : a great platform to INSTAGRAM: Because it’s all about USE HASHTAGS: Key Visit Wales show off your business. Why not ask images, use it to showcase your hashtags relevant to the National Trails THE your visitors to give video business with photographs of the in Wales are #FindYourEpic, #Wales, recommendations of your business Trails clearly in the image, inviting NATIONAL #discoverwales and #gwladgwlad, but tying in with their experience of people to come and enjoy the Trails you can also use hashtags that link to walking the Trails? You can also use and stay with you, eat with you or TRAILS IN the individual Trails: #NationalTrails, the Facebook Events sections to link visit you. up with what’s going on in your neck #nationaltrail, #offasdyke, #specialoffa, WALES #walescoastpath, #pembscoast, of the woods. PINTEREST: Pin the ideas that are #pembscoastpath, #Borderlands, valuable to you and the Trails – #offasdykepath, #glyndwrsway TWITTER: a great way of connecting places to visit along the way, places to with other businesses and for putting enjoy the view, places to take a break …. and to walking in general: out your special offers to your for refreshments. followers. Remember to find #coastofwales, #walescoast, #coast, and follow the Twitter account #coastal #walking, #Welshcoast, of your Path - @glyndwrsway, #walkingwales, #longdistancewalking @PembsCoast or @OffasDykePath, as well as the National Trails’ Always worth adding in your local area to account, @NationalTrails. Tag them your tweets – here are some suggestions: on your posts and engage with them. @MonCountryside, @visit_mon, Look at who they are following to see @ShropHillsAONB, @wyebeauty, whether there are opportunities for @Clwyd_Dee_AONB, @Powyscountry engagement, even if it’s just a retweet or a share, and see how you can weave the National Trails of Wales into your social media work. You could also follow Visit Wales @visitwales, @croesocymru, and any organisations you can find that link to your business’ specialist offer or subjects that interest those who walk the Trails – rambling, food and GO BACK drink, local history and ancestry, TO CONTENTS photography, painting etc.

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NATIONAL TRAILS IN WALES PROMOTING THE NATIONAL TRAILS IN WALES KEEP UP TO DATE • Draw up a promotional plan – detailing Whatever you do – do it regularly. It will take Good marketing of your business brings what you are going to do and when. If you up some of your time but keeping everything you closer to your customers and can help set aside just an hour or two a week you fresh will mean that you can limit the amount strengthen the relationship you have with will be able to keep everything up-to-date of time spent on the task. The rewards will be them, building customer loyalty. and reap the benefits, because you will well worth it. be a business whose key message to its Creating this two-way conversation with your customers and potential customers is: “We customers means you must keep promotional care about what we do, and we want your channels up to date. So regularly look at your visit to us to be special!”. FEEDBACK web site and make subtle changes. You don’t Encourage feedback from your customers need to go to the expense of renewing your • Check out individual walks along the Trails – it can provide you with invaluable site on a regular basis, but you must keep it at these websites. Use the information to information about your business, helping up-to-date. create itineraries for your visitors. you to fine tune the products and services you offer. So, why not try: GLYNDŴR’S WAY: • Having a “What’s on” section or panel • Pick your favourite walk on You can encourage feedback in several on your web site with details of the latest Glyndŵr’s Way (Visit Wales) ways. You can provide a Twitter feed on events – things happening in your business your website, post customer reviews and and along the Trails; a “News” page where provide those who visit with a simple you post information on the business; and OFFA’S DYKE PATH: questionnaire that seeks their views and post regular Tweets. • Offa’s Dyke Path Walks (Visit Wales) comments.

• Provide links on your web site to partners’ Whatever method(s) you use make sites and don’t forget to link to the National PEMBROKESHIRE COAST PATH: sure that seeking feedback becomes Trails website: • P embrokeshire Coast Path: climbing the a regular part of your promotional activity Welsh Everest (Visit Wales) GO BACK and not something you just do every TO CONTENTS NATIONAL TRAILS now and then.

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NATIONAL FOR MORE IDEAS ABOUT MARKETING YOUR BUSINESS TRAILS TAKE A LOOK AT THESE IN WALES WEB SITES LISTED BELOW: VISITOR SITES PROMOTING These web pages provide information for visitors to your area. Many will have THE NATIONAL specific pages on walking holidays. It will also be a good idea for you to link your TRAILS IN web site to some of these addresses – that WALES can improve the visibility of your site and YEAR OF OUTDOORS 2020 - 2021 help in Google rankings. This two-year marketing campaign run by The overarching concept for the Year of Visit Wales is an invitation to visitors and Outdoors campaign positions Wales as a • Visit Wales residents to celebrate the greatest country that offers a “welcome without • Visit Pembrokeshire outdoors. walls”. The Greatest Outdoors. • Visit Outdoor experiences have always been The heart of the campaign aims to express • Discover Flintshire at the heart of global travel. Today, more the real Wales. Not only the tourism • Mid Wales My Way than ever, there is an awareness of the product but the welcome and feeling of • Visit Newport connections between our experience of community, linking the outdoors to health travel, the landscape and our sense of place. and well-being. Cultural events will also be a Whether we are thinking about interior large part of this year’s campaign. TOURISM TRADE design, health and wellness or food, we are These sites are aimed specifically at those “letting the outdoors in”. In doing so, we are This is Wales. Check in… in the tourism and leisure business and will gaining a better understanding of our mental is being used as a call to action, inspiring have ideas on promotions and how you and physical well-being, and of the benefits people to “check in to the real Wales”. can work in partnership with professional of a strong connection to nature and the ‘Check in’ gives endless possibilities for marketeers. So, speak with your local outdoors. digital usage – people checking in to authority tourism officer and find out the accommodation, products, activities and tourism trade site for your area. In Wales, there has always been an inherent landscapes whilst they are in Wales. relationship between people and the • Pembrokeshire outdoors. It’s not only that our landscapes Find out more about the Visit Wales • Monmouthshire are awe-inspiring; they are steeped in the campaign and how it can help you market • Powys living history of an ancient language and your business at: • Brecon culture. The stirring emotions evoked by the • Denbighshire Welsh outdoors have inspired poets, writers • 2020: Wales’ Year of Outdoors GO BACK and artists for centuries. • Welcome to the Year of Outdoors TO CONTENTS

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RAMBLERS CYMRU CREATING SPECIAL OFFERS NATIONAL Ramblers Cymru is the Welsh The organisation is working As part of any marketing initiative, special offers are a good way of body of the GB organisation to create a Wales where attracting and maintaining customer interest in your products and TRAILS . Whilst Ramblers everyone can enjoy walking in services. Carefully thought out, they need not always present you with GB was created in 1935, the outdoors and the benefits it a significant cost and when set against the extra business they bring in IN WALES Ramblers Cymru was created brings them. Ramblers Cymru they can be a most cost-effective method of increasing sales. PROMOTING in 1974. wants Wales to offer world class access to the outdoors Once again, the National Trails • Provide a special “Walker’s THE NATIONAL Ramblers Cymru actively and nature, including a well- in Wales can be of assistance. breakfast” showcasing fresh, promotes walking and plays a kept and well-loved path Check out the events organised in Welsh produce. TRAILS IN key role in protecting access network. Through walking they your area, from gentle strolls and to the countryside in Wales, connect people to their “milltir Ramblers’ walks to festivals and • Provide free maps, lifts to a walk WALES but most importantly, its sgwâr” (local area). celebrations. All of these give you starting point, contact numbers work ties in with legislation an opportunity to promote your for taxis. and policymaking related to At the heart of Ramblers’ business. communities, health, economics history is the Kinder Scout • Advertise the fact that your and agriculture. mass trespass and it’s possible So, why not: hotel or B&B has special facilities to trace that action as the start • Run a competition on your web for walkers – such as a room for A total of around 6,000 of an access movement that site to link with an event along drying wet walking gear. members in seven regional saw the very establishment Offa’s Dyke Path, Glyndŵr’s areas manage 39 walking of National Parks and Way or the Pembrokeshire • Create a loyalty card to reward groups and offer a diverse long-distance footpaths, Coast Path. repeat custom from National range of walking programmes including National Trails. Trail walkers. and support footpath access • Offer walkers discount on your work. Wales has approximately The National Trails are at products and services. • Provide guests with free maps. 33,000km of footpath networks the heart of the world class and one fifth (20%) of land access Ramblers Cymru want across Wales in open access. in Wales and they believe USING THE Using the Welsh language on social media: that it is clear from their past A practical guide for WELSH LANGUAGE Ramblers Cymru are the involvement in helping to create businesses and charities Our unique language is a tremendous guardians of the path network and maintain National Trails, 1 asset. Using the Welsh language is in Wales. They help visitors that the Ramblers are deeply a great way to make your business and the people of Wales to committed to their future and distinctive. The Office of the Welsh enjoy walking and they protect their continued use for future Language Commissioner offers a range the places we all love to walk. generations. of guidance and suggestions on how The network of volunteers to introduce the language into the undertaking path maintenance You can find out more at: everyday workings of your business. and campaigning for access make this possible. GO BACK RAMBLERS CYMRU FIND OUT MORE TO CONTENTS

18 NATIONAL TRAILS IN WALES HOW TO DEVELOP A MARKETING CAMPAIGN

The best way to promote your business at minimal cost to walkers using NATIONAL SEND YOUR INFORMATION the National Trails is to use a wide range of media and get information out OUT TO A RANGE OF OUTLETS, regularly to build up knowledge and awareness. TRAILS INCLUDING: IN WALES All successful marketing is planned in advance – identifying perhaps three or four main opportunities to communicate over the year to create a basic campaign. SOCIAL MEDIA HOW TO You may already have a presence on On each of these occasions, use information WHAT’S YOUR STORY? Facebook, Twitter or Instagram in particular DEVELOP A that will appeal to the interests of typical Everything you do in marketing needs to – they are key platforms for interacting with Trail walkers, of which there are four remind people of your Unique Selling Point potential customers, posting information and MARKETING key groups: (USP) – the thing that makes you different comments and responding to what others are and better than others, and relevant posting. But you can also use it in a structured CAMPAIGN • OLDER COUPLES to walkers. way, planning a concentration of activity Those on a higher income who particularly around your planned marketing activity. enjoy the historical attractions they can Once you’ve decided what that is, you need see during their walks. reasons, or “hooks”, that you can use to You can use hashtags to widen your communicate that USP regularly over time. audience. Key Visit Wales hashtags • SCENIC EXPLORER COUPLES relevant to the National Trails in Wales are Those in the 40+ age groups who are Think about your business, what’s happened #FindYourEpic, #Wales, #discoverwales married, but have no young children recently and what’s coming up on the and #gwladgwlad, but you can also use living with them, and who enjoy beautiful horizon. Check to see what events are hashtags that link to the individual Trails: scenery and unspoilt countryside happening in and around your area and #NationalTrails, #nationaltrail, #offasdyke, and attractions. decide how you can link to those to create #specialoffa, #walescoastpath, #pembscoast, a story. Are you making a new investment, #pembscoastpath, #Borderlands, • FAMILIES hiring new staff? Are you launching a new #glyndwrsway and to walking in general: Those with parents aged under 50 product or initiative aimed at walkers? Have #coastofwales, #walescoast, #coast, and children aged under 15. They take you attracted visitors who are walking the #coastal, #walking, #Welshcoast, frequent holidays, are adventurous and trails from the other side of the world? Is this #walkingwales, #longdistancewalking. like to learn about local heritage. year an anniversary for you? Remember to find and follow • PRE-FAMILY EXPLORERS This is the kind of information you can turn the Twitter account of your trail: People and couples who are aged under into marketing opportunities and use to @glyndwrsway, @PembsCoast or 35, who take frequent holidays, and are promote your USP. @OffasDykePath, as well as the National especially interested in sightseeing. Trails’ account, @NationalTrails. Tag them on your posts to engage. Look at who they are following to see whether there are opportunities for engagement even if it’s just a retweet or a GO BACK share and see how you can weave the trails TO CONTENTS into your social media work.

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NATIONAL TRAILS IN WALES HOW TO DEVELOP A MARKETING CAMPAIGN

SPECIALIST NETWORKS You can target specialist organisations and associations involved in walking, outdoor activities, food and drink, local history – anything that ties into the business you are running and the offer you can make to National Trail walkers.

LOCAL COMMUNITY PARTNERSHIPS Locally you will find tourism associations and NEWSPAPERS, RADIO, BLOGGERS business groupings working to promote your MAGAZINES AND TV Tap into the vast online community of people local area – valuable to tap into and keep From community websites to regional and who write about walking, travel and holidays, informed about your story and your offer so national publications and specialist magazines, or about Wales as a place to visit. If you they can pass details on. They will also offer there is a huge range of outlets that might offer a family, child or dog-friendly product, contacts for developing joint promotional carry information about your business. you will find bloggers writing for these and activities with businesses complementary to many other specialist markets too. Whatever yours. To learn more about how to contact them your speciality, a bit of online research will and present your story, go to Approaching soon bring up a list of bloggers to contact For more details on this go to the Media in this toolkit. with your information. Try putting “walking Working Together later in this toolkit. bloggers” into your search engine. GO BACK Approaching Working TO CONTENTS the Media Together

21 NATIONAL TRAILS IN WALES HOW TO WRITE A PRESS RELEASE

APPROACHING THE MEDIA NATIONAL HOW TO WRITE A PRESS RELEASE A bit of web research will soon tell you which local papers operate in Essentially a press release needs to answer six basic your target area, which specialist titles cover areas of interest relevant TRAILS questions: who, what, where, when, why and how. to your business, and how to contact them.

IN WALES • Your story needs a news “angle” – you have to be able to Decide what kind of media your stories will appeal to. This is really a HOW TO express what you want to tell the media about as the first, the matter of how “new” something is. You can be doing something that newest, the biggest, the smallest, or be a milestone, a record, has never been done in your local area, and that will be of interest to WRITE A PRESS an anniversary etc. – or just downright unusual. local media, even if it’s already been done elsewhere in the country. It’s not going to appeal to a London-based national newspaper, RELEASE • Your press release should be written in an email – don’t though, because they know it’s already happened somewhere else. attach it to an email as a separate document – it takes time But if what you’re doing has never been done in the UK before – aim to open and may not even get through a media outlet’s for the UK nationals. firewall to start with. Don’t forget to take timings into consideration when you’re • Write a short attention-grabbing headline for the email approaching the media. If you’ve got an event coming up, for example, subject line which reflects your “angle” – i.e. first, the newest, you’ll need to let media outlets know in good time – for magazines the biggest, the smallest, etc. In the email itself, start with that can be several months in advance. the words NEWS RELEASE and repeat the headline from the Subject line. MAKING CONTACT Make your approach in good time. Try to make initial contact by • All the most important information has to come high up the phone with the news desk to introduce your story – you can follow release. A journalist won’t read further than that to decide up the conversation by sending through a press release. Sometimes, whether the story is worth considering. you’ll need to email a press release first, which may be followed by a phone call if it sparks interest. Don’t forget Twitter too as a way of • While you should not write advertising copy about your making contact with the media – it’s regularly used nowadays as the business, you still need to give it a plug! But don’t overegg first place a journalist looks for information, and the first place they it. Generally, keep details about your business in the second publish their own stories. or third paragraphs, and express them factually and without comment.

• Make sure you include your contact details at the end of the release – and make sure you are available if they call! For example, write at the bottom of the release: Further information from Tom Smith, manager tomsmith22@gmail. com 0234 456375

Take a look at Best Practice Examples at the GO BACK end of the toolkit for a sample media release. TO CONTENTS

23 NATIONAL TRAILS IN WALES GETTING THE BEST FROM YOUR WEBSITE

NATIONAL GETTING THE BEST FROM YOUR WEBSITE TRAILS People browsing websites to decide where to visit, stay or eat are notoriously fickle; if they don’t like the look of your site IN WALES compared to others or can’t find the information they want within a matter of seconds, they will go elsewhere. GETTING The secret to a website that performs well GET TO THE POINT ACCESS FROM ALL DEVICES THE BEST is one that can be found in the first place, is While it might be tempting to fill a website If you are looking at the content of this Toolkit clean, simple, and user-friendly, and enables with huge amounts of detailed text, that is in your office on a computer, you are probably FROM YOUR the visitor to get the information they need rarely what a visitor is looking for. Attention in the minority. Huge numbers of people quickly and take the action you want them to. spans are short, and they want information now browse the web and make purchasing WEBSITE presented to them in bite-sized chunks. decisions on their smart phones and tablets. If your budget allows, a professional web Ensure that your website can be viewed on all design company is a good way to get your site Remember to use key words on your website devices. up and running. Equally, you can build one that reflect what the National Trails in Wales yourself with one of the many excellent, easy- are all about – walking, countryside, heritage, LINK WITH YOUR SOCIAL MEDIA to-use packages now available online. history and Wales. This will help your site Link your website closely to your social media get picked up when people search using these activity, updating these platforms with links Either way, there are a few key pointers you words. highlighting new content on your site. The need to bear in mind when you’re developing more Tweets or Facebook likes your site gets your site – or when you’re briefing your web KEEP IT CLEAN, KEEP IT SIMPLE the higher your website will rank in the search company to do the job. Make sure your text is readable and not engines. obscured by background images or distracting LINK WITH US animated elements. White is often the best IMAGES You can register your interest at Walkers background – words on top of photos or Competition is fierce, and web visitors will are Welcome. Once your membership is coloured backgrounds can be difficult for expect good quality images as a minimum approved you will be able to download a some to read. nowadays before looking at a website with range of useful information – you can even any serious intent. High quality photographs download a Walkers are Welcome logo for If you want a user to click on a link to another and video of the National Trails in Wales are use on your website. part of your site, make sure that link is obvious included within this Toolkit for you to use free with colour or an underline. Don’t leave them of charge – go to. You can also link to the Natural Resources guessing where they need to click. Wales website to add value to your website.

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25

NATIONAL TRAILS IN WALES GETTING THE BEST FROM YOUR WEBSITE

MAKE IT EASY TO BUY UPDATE REGULARLY If you’re selling via an online shop or taking bookings online, make it Good up-to-date content will engage your visitors and encourage them easy. Invest in a good shopping cart and offer facilities such as credit to come back. Putting up details of your Christmas offer is a great idea card and other online payment options, for example, PayPal. If you do in November and December, but when visitors to your website can still use a third-party booking site, make sure the link to them is clearly read about them in January, it says: “We can’t really be bothered!”. displayed. The fewer “clicks” to get to the payment part, the fewer customers you’ll lose. PROVIDE VALUE-ADDED CONTENT People want to know about you, yes, but provide additional useful MAKE IT EASY FOR PEOPLE TO GET HOLD OF YOU information to hold their attention and show them they are valued – Too many websites nowadays don’t give names and contact numbers how to get to and from your local Trail, local bus timetables, local taxi and hide behind the impersonal “Complete the form below to contact services, drive times, public or private toilets available for walkers in us”. It’s very unfriendly and unwelcoming. You’re in the hospitality your area, free water refill points locally and recommended routes business! Give them your name, phone number and email address and to get to you, other attractions nearby, safety information etc. Take feature them prominently. a look at the Marketing Materials section of this Toolkit for ideas and downloadable materials that you can use on your site.

Take a look at Best Practice Examples section GO BACK of the Toolkit for more web ideas. TO CONTENTS

26 NATIONAL TRAILS IN WALES USING VIDEO

NATIONAL TRAILS IN WALES USING VIDEO

WHY USE VIDEO? We all love watching videos. They are one of the best ways of accessing information quickly and in an entertaining way.

As you have probably got a smart phone or PLANNING A VIDEO • What action do you want your viewer to tablet, you’re already on the way to being • What makes your business different take? Phone you? Email you? Go online for able to create your own videos about what from any other? What’s the key piece of more information? Make sure you include your business can offer to people who walk information you want the viewer to go a “call to action”. the National Trails in Wales! away with? What particular offer can you make to get people walking the Trails to • Keep the video short. Up to three minutes A video gives you your best chance of step off for a while and visit you? long is ample – no one’s attention span showing the personality or atmosphere of holds for longer than that. You want to your business, giving viewers a much fuller • What’s the personality of your business excite the viewer with a taste of what’s on impression of what’s on offer. – calm and relaxing, traditional, quirky offer, not cover everything in great detail – or adrenalin fuelled? The video needs to that’s the job of the website or brochure. You can use them on your website, send out reflect that. links to them on social media or in a mailing to your customers, or show them at events • Is your business weather / season and exhibitions you may be attending. dependent? You will want filming to take place at the point in the season when The best results are always going to be it looks at its best – ideally it won’t be obtained by using a professional company to raining, trees will have leaves on them, make a video, although that won’t be within everything will look fresh and clean, and it GO BACK everyone’s budget. But that’s not to say you will look busy, with happy people enjoying TO CONTENTS can’t create your own distinctive videos with what you offer, so you will need to pick the just a little investment and a bit of time. best time of the year to achieve all that. 28

TOP TIPS FOR SHOOTING • You need to edit rather than just press • Consider how the content of your video NATIONAL YOUR OWN VIDEOS: “record” and hope for the best. Unedited will influence viewers – think about • Realistically what time can you commit video does not look professional. There your responsibility in encouraging safe TRAILS to it? Like your other marketing are plenty of low-cost, easy to use video enjoyment of the Trails. IN WALES responsibilities, it’s another commitment editing packages available online. They you have to schedule. You may also have require some investment of time to get HEALTH AND SAFETY USING VIDEO to schedule very specific timeslots too – used to operating them, but results in if you want to film people undertaking an terms of the quality of image and sound activity, they will be there on a particular that you can achieve will make them well EDITING day and time – and you will have to be too! worth it. • Try not to stay on one shot/angle – remember when filming to get several • Plan how your video will run from start to WHAT TO FILM different viewpoints on the same thing and finish. This is the “storyboard” – a list of • Your customers, telling you how great edit them into a series of shots that change contents and scenes in the order they their experience has been. regularly to maintain interest. will appear. • You as the owner explaining your business • Keep your video short. Anything from 30 • Think about the type of video you want – and welcoming people to it, or talking seconds to 3 minutes max. The shorter just images of places, with a music track? about a special offer. Get someone to the clip, the better for social media. Images with a “voice over”? People being interview you – it’s easier than talking filmed about what they’re doing, talking to camera. • Better to have half a dozen short clips on to the camera, or talking to someone your website, available to view separately, “off camera”, like a TV news interview? • Staff interviews – “I’m the chef here and than a single very long video. More people Beware – the first of these options can my favourite dish to cook is …… and here will watch to the end of a short video and lack interest if you’re not careful, whereas it is on the hob….” pick up on the call to action. people speaking animatedly about the experience they’ve had with you is much • Facilities – show customers • U se low-cost copyright free music, more entertaining and gives a better what you’ve got. available on-line, as a background to insight into your business. your videos. • A special event you’ve had, showing • Equipment – just your mobile is fine! the action and including comments Take a look at these video examples. A video camera is more versatile if you from customers. The first link shows lively videos being can get access to one. But it’s content introduced by the business owner, that’s the most important thing. • Invite customers to send you their videos while the second link takes you to a of fun times at your business, and edit promotional video which is interview led. • Consider investing in an external them into short compilations. microphone for your mobile. One of the hallmarks of “self-shot” video is that you • You don’t have to film the individual Trails EXAMPLE VIDEO 1 can hardly hear what people are saying. – stock imagery is available to download A good quality microphone will as part of this Toolkit. GO BACK EXAMPLE VIDEO 2 TO CONTENTS immediately raise the quality and professionalism of your video.

29 NATIONAL TRAILS IN WALES DEVELOPING FAM VISITS

NATIONAL DEVELOPING FAM VISITS TRAILS Media familiarisation visits, or FAM visits, when you invite selected members of the media to visit your business, often over a IN WALES couple of days, are a great way to promote your company. DEVELOPING Visit Wales and your local authority tourism hotel as their base while they experience at the accommodation. Decide in advance team all organise media FAM visits – so get in events and services in the immediate area. what you are paying for and make it clear to FAM VISITS touch to see if your business can take part. your visitors. Working with such partners takes care of That’s why linking with the National Trails in much of the worry of organising a FAM visit Wales can be so useful, since it provides lots Finally, stay in touch. Don’t forget about and you can be assured that great thought will of reasons to visit your area, giving you extra your media contacts the moment they leave. have been given to devising an interesting and reasons for promoting your businesses. Email them to thank them for visiting and ask varied programme for the visitors. if there is any more information they need. Also ensure that you provide some downtime Be ready to follow up with photographs and However, if you think you have a good in your programme – allowing journalists to additional facts and figures if requested. Links enough story to tell then you might consider explore on their own. Don’t think you have in this Toolkit will provide you with stunning organising your own media FAM trip by to fill every single minute with activity. Most photography of the trails and surrounding inviting a journalist, blogger or travel writer to importantly make sure you feed them. Easy countryside. come and experience at first hand all you have if you are a restaurant or an hotel, but what to offer. With some careful planning you will if you are a visitor attraction? A good way of WALES PHOTO LIBRARY find that it is not that difficult. solving the problem is to work with a local restaurant that has a good reputation and Make a list about what is interesting about devise a joint FAM visit. It is important to recognise that a FAM visit your business – how does it differ from that should be part of an adopted media strategy of your competitors? What plans have you When deciding when to organise a FAM visit – just one of the ways in which you build and for the future and what investments have you remember that the lead-in times for most maintain relationships with key journalists. already made? Thinking in this way will help publications can be several weeks. For some you to see what is newsworthy about your magazines it is likely to be a few months - so business – that information that will make a plan ahead. journalist say: “That’s interesting – I want to write about that.” Agree with your visitors exactly what you will be providing and whether there is anything Make sure you provide plenty of opportunity that they need to pay for. This will avoid any for anyone you invite to experience all aspects misunderstanding and unpleasantness later. of your business, but also experience events and services that are complementary to what For example, most FAM visits will cover you do. After all no-one books a weekend accommodation and food and the cost of GO BACK break in an hotel, just to spend two days any visits or experiences, but not necessarily TO CONTENTS indoors. Most visitors will want to use the extras such as additional drinks incurred back

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NATIONAL TRAILS IN WALES DEVELOPING FAM VISITS

WORKING WITH TOUR OPERATORS TO GET INVOLVED: AND ATTRACTING • Register your product on the • Visit Britain has a wide range of INTERNATIONAL VISITORS globally promoted website tools to support you in marketing If you are looking to reach international your business internationally. Go to customers via the travel trade, you can VISIT BRITAIN get help from Visit Wales to support and • Keep Visit Wales posted grow your business. for more information. with your news and developments by emailing THE BENEFITS OF THINKING Remember to follow: INTERNATIONALLY ARE: [email protected] @VisitWalesBiz • Sign up to newsletters at @VisitWalesTrade • Helps you counter seasonality. @MeetinWales

NEWSLETTER @VisitWales • International visitors, on average, spend more. @VisitBritainBiz @VisitBritainPR • Become a member of UKinbound @VisitBritain • Longer lead-in times for and European Tour Operators international visits gives you Association (ETOA) to access the ability to plan ahead. B2B workshops, seminars and GO BACK networking events. TO CONTENTS

32 NATIONAL TRAILS IN WALES CAPITALISING ON THE SEASONS

NATIONAL CAPITALISING ON THE SEASONS TRAILS The National Trails in Wales provide you with a great opportunity to extend the visitor season. For example, early spring IN WALES and late autumn are great times for walking the Trails, offering dramatic natural scenery changes. CAPITALISING Giving customers a real reason to visit you off- And for those businesses along parts of the Why not create a diary page on your website peak means you can create new opportunities Trails that celebrate built heritage alongside which highlights all the main activities in your ON THE to extend your business. Why not contact striking scenery, off-peak breaks enable you area? You could persuade those who walk the those customers who visit you in the summer to promote your business alongside a range of Trails to send you photos of their trip to add SEASONS with a special offer for a “Refreshing spring other activities, such as festive celebrations. to your promotional material. break walking the Pembrokeshire Coast Path” or “Autumn walks along Glyndwr’s Way”? or All these activities will appeal to walkers and Don’t forget to use the National Trails’ “Visit the Christmas Markets along Offa’s by telling them exactly what is on offer in your website to upload information on your events. Dyke historic towns”? area you are increasing the reasons for them to pay you a visit. NATIONAL TRAILS You can link to walking festivals or celebrations – check out the support you can get from Visit Wales and their Year of Select the Trail you are interested in and click Outdoors: on the “Add your information” tab at the top of your screen. YEAR OF OUTDOORS

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34 NATIONAL TRAILS IN WALES GETTING STAFF INVOLVED

NATIONAL GETTING STAFF TRAILS INVOLVED IN WALES Ensuring your staff share your business values is GETTING really important, so spend time informing them STAFF about the business, what your business ambitions and goals are and how they can play their part. INVOLVED For example, when marketing your product and services to National Trail walkers, make sure your staff are well briefed on what the Trail in your area has to offer, where customers can find further information, such as detail on walks, or bus timetables.

Make sure your staff help you to promote your business by offering exemplary customer care. You will find that not only will you be able to offer a better service, but staff will feel motivated by being more involved in the promotion of the business.

Why not encourage staff to take photos of their favourite walk and post them onto your website? In this way they can become not just business ambassadors, but National Trail in Wales ambassadors – knowledgeable and customer friendly. A huge asset to any business.

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36 NATIONAL TRAILS IN WALES WORKING TOGETHER

NATIONAL TRAILS IN WALES WORKING TOGETHER WORKING TOGETHER It is worth speaking to other business owners along the three Welsh Trails to see how you can take a joint approach to marketing your services. Joint marketing initiatives will help you reach a larger audience by combining your customer database with those of your chosen business partners. They can also extend your product and service range.

Indeed, there is no reason why you should If you can offer a special deal via a voucher, So, why not try: confine your approach to just Wales. With 13 the system is free to join, and you will get National Trails in England, a joint marketing a free listing in the ‘Things to Do’ area • Choosing complementary approach can put you in touch with a very of their website. For details contact business partners to work with. large customer base. Amy Williams Marketing Manager, West Wales Holiday Cottages: • Developing seasonal offers. Joint marketing with suitable business [email protected] partners enables you to put more and • P roviding links from your web site to those interesting information on your website and The Offa’s Dyke Association (ODA) is the of selected partners. in your marketing materials, by featuring friends’ group for both Offa’s Dyke Path and the products and services of your business Offa’s Dyke the 8th century monument. An • C reating joint promotions – for example, partners alongside yours. It makes your offer independent membership-based charity an hotel and a visitor attraction could far more appealing. formed in 1969, it encourages and enables jointly promote a walking weekend break visitors to enjoy and understand the Dyke at special accommodation rates with For example, West Wales Holiday and Welsh Marches; it also actively promotes discounted entry to the near-by attraction. Cottages offers discount vouchers from and contributes financially towards its attractions and businesses around Wales to conservation. The ODA is based in Knighton • Pro viding links from your website to other holidaymakers who book through them. at the Offa’s Dyke Centre where visitors can useful sites – for example, linking to the view a free exhibition on King Offa, the 8th Wales Coast Path “Things to do”. GO BACK century ruler of Mercia, and Offa’s Dyke Path TO CONTENTS National Trail. THINGS TO DO

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NATIONAL Here are two other initiatives that are worth checking out and considering linking to. Both organisations are focussed on attracting walkers and providing high quality information. TRAILS THE WALKERS ARE WELCOME Gaining the accreditation status is dependent IN WALES The Wales Way is a new family of three Walkers are Welcome is a network of towns upon the National Executive Committee being national routes – The Coastal Way, The and villages within Britain that have been convinced that any application is a ‘bottom- WORKING Way and The Way. accredited as meeting a simple set of criteria up’ initiative from within the local community. – to be welcoming to walkers. The scheme is The process uses a Provisional Membership TOGETHER The Coastal Way travels the west coast primarily designed for the economic benefits phase whilst given the use of a Mentor to around , a 180-mile (290km) of walking tourism, incorporating monitoring reach accreditation. road-trip between the sea and mountains. The footpaths and local facilities and working crosses the spine of Wales for in partnership and with local councils. The Once accepted into the network, the 185 miles (300km) between and communities also promote residents’ health member can upload a profile to the national Cardiff, through National Parks and big green walking and the benefits of mental well-being. website and visitors to the website can find spaces. The North Wales Way leads 75 miles the member on the map, thereby linking (120km) past mighty castles into the island of The aims are to encourage and support directly to the member’s website. There is a . towns and villages to: growing network of Walkers are Welcome • Be attractive destinations for walkers, communities in Wales which also allows for The routes highlight unmissable attractions providing top quality information networking and sharing best practice and and uniquely Welsh experiences along the on local walks. innovation to best develop thriving Walkers way: natural wonders, landmarks, towns, • Offer local people and visitors excellent are Welcome communities. galleries and museums. walking opportunities within their areas. • Ensure that footpaths and facilities for For further information please • The Cambrian Way (300km / 185 miles) walkers are developed, maintained, see the Walkers are Welcome winds through two National Parks: improved, and well signposted. website or contact the Secretary Snowdonia and the Brecon Beacons. • Contribute to local tourism plans, business [email protected] It starts or ends in the capital city Cardiff. growth and regeneration strategies. • To be nationally and internationally • The North Wales Way (125km / 75 miles) recognised as the best source for walkers traverses the northern coastline including looking for excellent locations for walking two sites with UNESCO World Heritage trips and holidays in the UK. Status. • Promote the health benefits of walking and increase participation from all sections of • The Coastal Way (290km / 180 miles) the community. explores the broad epic shoreline of • Encourage the use of public transport. Cardigan Bay.

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39 NATIONAL TRAILS IN WALES MARKETING MATERIALS

NATIONAL MARKETING MATERIALS TRAILS Cut and paste or download these resources for your website, social media activity, leaflets and bedroom browsers to give IN WALES your customers valuable information which will enhance their visit.

MARKETING E-NEWSLETTER MATERIALS

HAPPY HOLIDAY PARK NEWSLETTER

NATIONAL TRAILS ISSUE 1 | MARCH 2021

NEW FOR 2021

BRAND GUIDELINES We’ve opened a new drying room so that you can keep all your kit 2020 warm and dry after a hard day’s walking!

The National Trails Acorn is the registered ® trademark symbol representing the family of National Trails. GO DISCOVER 2020 is Wales’ Year of Trademark number: Outdoors. Check in to UK00003101345 the real Wales and experience our Welcome without Walls.

visitwales.com/inspire- WALKERS ARE WELCOME IN WALES! me/year-outdoors- welcome

Glyndŵr’s Way offers 135 miles of opportunity to explore the great IT’S A FACT wonderful walking through some of outdoors and the natural environment the finest landscapes in Wales for and potentially discover new Half an hour’s stroll people of all abilities to embark on activities to take part in. burns 75 calories. walking their way to health. Walking briskly for 30 minutes a day, Half an hour’s walk Brisk walking can benefit mental five days a week is one way of burns 99 – and half an and physical health and well- meeting medical experts’ hour’s fast walk burns being, and provides people of all recommendations for adult physical 150 calories. ages and abilities with a fantastic activity. opportunity to form positive No excuse not to come exercise habits. As well as reaping Here at Happy Holiday Park, we are walking in Wales! the health and wellbeing benefits, right on the doorstep of miles of walking offers your family the magnificent wallks. So get in touch now! www.hhp.com

BRAND GUIDELINES GENERAL These guidelines provide detailed Here is a range of downloadable artwork and DOWNLOAD (ENG) specifications for all National Trail formats.​ external links which you can use on your web They aim to respect the local distinctiveness​ site or in other marketing material. of the individual Trails while encouraging​ a DOWNLOAD (CYM) coordinated marketing approach for the​ family • Bus timetables of National Trails. • Train timetables WALKERS WELCOME MESSAGE IN The guidelines include​ versions of the logo, KEY FOREIGN LANGUAGES corporate typefaces and Trail​colours and Welsh: Croeso i gerddwyr apply ​to both Welsh and English branding. French: Marcheurs bienvenus German: Wanderer willkommen GO BACK BRAND GUIDELINES Italian: Camminatori benvenuti TO CONTENTS Dutch: Wandelaars welkom Spanish: Caminantes bienvenidos

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HEALTH BENEFITS OF WALKING As well as a providing a boost to physical Include these Top 10 Tips on your website, NATIONAL THE NATIONAL TRAILS IN WALES health, putting your best foot forward on marketing leaflets, or in your bedroom browser. For some people, getting into the great outdoors the National Trails in Wales can do wonders TRAILS can be a life-saver. Groups that promote walking for mental health. A survey by mental health 1. Know where you are going – check maps as a means of improving health are an increasing charity, MIND, found that: and websites, look out for any warning signs IN WALES phenomenon along The National Trails in Wales. and ask about local risks. MARKETING • 90% of people who took part in green From the Welsh border in the north to Chepstow exercise activities said that the combination 2. Check the weather and tides MATERIALS in the south east, National Trails in Wales offer of nature and exercise is most important in just before you leave. 870 miles of coastline to choose from, for people determining how they feel. of all abilities to embark on walking their way 3. Plan your route and let people know when to health. • 94% of people commented that green to expect you back. Make sure your mobile exercise improves their mental health. is charged. Brisk walking can benefit mental and physical health and well-being, and provides people of all • 90% of people commented that taking part 4. Keep your energy levels up by ages and abilities with a fantastic opportunity to in green exercise activities benefits their taking food and water with you. form positive exercise habits. As well as reaping physical health. health and well-being benefits, the National 5. Make sure you have the right gear. Wear Trails in Wales offer the opportunity to explore good quality, dry, waterproof clothing the great outdoors and the natural environment WALKING FACT PANEL – take spare socks and tops, even if the and potentially discover new activities to take How many calories can I burn? weather looks good. It can change quickly! part in. Wear shoes/boots designed for walking. • Half an hour strolling – The wrong footwear is bad for your feet Walking briskly for 30 minutes a day, five days burns 75 calories. and leads to trips and stumbles. a week is one way of meeting medical experts’ recommendations for adult physical activity. • Half an hour’s walk – 6. Carry sunscreen with you – remember Little wonder, then, that the stunning coastal burns 99 calories. strong winds can cause sunburn too. landscape of the National Trails in Wales offers the perfect stomping ground for a variety of • Half and hour’s fast walk 7. Take care not to slip, trip or fall. Stay away groups, such as the Pembrokeshire-based burns 150 calories. from edges and overhangs along the Coast Walkability Project. Path – do not climb cliffs or sit under them. Source: At least five a week, Department of Health, 2004, for an average person, weighing 9.5 stone. Established by the Pembrokeshire Coast 8. Take care when walking along National Park Authority and Sport Wales, roads or crossing roads and railways. it helps people take up walking and make HEALTH AND SAFETY the most of the walking opportunities on 9. You can find a new world of wildlife on Take the opportunity to remind your offer to them. beaches. Remember to look and not touch. customers of the importance of staying safe and being adventure smart when walking the PEMBROKESHIRE COAST 10. Know how and when to get help GO BACK Trails. Showing that you care about the safety – in an emergency call 999 or 112 and TO CONTENTS of your customers is important. ask for the ‘Police’ then ‘Coastguard’ or ‘Mountain Rescue’. 42

TOP TIPS FOR DOG WALKERS COUNTRYSIDE CODE AdventureSmart advice for walkers is neatly NATIONAL • It’s always good practice (and a legal Here is a link to the Natural Resources contained in three questions: requirement on ‘open access’ land) to keep Wales website where you can view the TRAILS your dog on a lead around farm animals Wales Countryside Code: Do I have the right gear? IN WALES and horses, for your own safety and for the If that has prompted you to ask, ‘what is the welfare of the animals. A farmer may shoot COUNTRYSIDE CODE right gear?’ then you need help! Kit doesn’t MARKETING a dog which is attacking or chasing farm need to be expensive but does need to keep animals without being liable to compensate you warm and dry and, in the case of boots, MATERIALS the dog’s owner. However, if cattle or horses ADVENTURESMART WALES needs to fit well; there is nothing like a blister chase you and your dog, it is safer to let your AdventureSmart is a national UK campaign to ruin a good day’s walking! If your adventure dog off the lead – don’t risk getting hurt by which seeks to positively engage people with involves heading out on the water then a well trying to protect it. Your dog will be much the simple information they need to stay safe fitted and well-maintained buoyancy aid is safer if you let it run away from a farm animal and comfortable while enjoying the outdoors. essential. in these circumstances and so will you. Visit Wales are working with AdventureSmart to ensure that their marketing materials and Do I know what the weather will be like? • Keep dogs on a lead especially when close those produced by other organisations during As we are all used to in the UK, the weather to cliff edges or fast flowing rivers. the Year of Outdoors are consistent with has the potential to make or spoil your day. AdventureSmart. This doesn’t have to mean that a spot of • If your dog goes into the water or gets drizzle or even a howling gale has to stop us in stuck in mud, don’t go in after them. Move When publicising your business and our tracks. Like a good Scout, being prepared to a place the dog can get to safely and activities it will be useful if you work to and adapting your plans is the key to being call them – they’ll probably get out by the AdventureSmart guidelines – ensuring in control of your day. Check the weather themselves. that your guests and visitors stay safe. The forecast – the Met Office is a good place to AdventureSmart messages are available at: start. PS – Remember that most unusual • If you’re worried about your dog, call occurrence of a cloudless sky can also cause 999 or 112 and ask for th ‘Police’ then KEY MESSAGES problems (take care to avoid heat stroke!). ‘Coastguard’ or ‘Mountain Rescue’. Am I confident I have the knowledge Their site also has a business toolkit with and skills for the day? RESPECT THE WATER excellent resources for you to download, Adventure allows us to step outside our If you fall unexpectedly into cold water, fight free-of-charge. #BeAdventureSmart immediate comfort zone and is a great way your instinct to thrash around or swim hard. #whatsinyourbag #whatkitareyouwearing to repeatedly rediscover a zest for life. Being It’s best to relax and float on your back to AdventureSmart simply means that you are catch your breath. Once the cold water BUSINESS TOOLKIT thinking about your own experience and skills. shock has passed, call for help, find something Choosing an adventure that you know that is buoyant to hold on to, or swim for safety if within your skillset is part of the fun – and if you’re able to. COVID-19 RESTRICTIONS you want to do something that pushes beyond The AdventureSmart site also contains useful this, there are many ways to find a guide or instructor to help you. GO BACK RESPECT WATER information on coping with Covid-19 and TO CONTENTS while restrictions still apply this is information you can use on your website.

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MAPS AND WALKS Here’s a few suggestions to get you started: availability of high-quality drinking water. NATIONAL Check out individual walks along the trails • The spectacular views over Cadair Idris at these websites. Use the information to • The views from the shores of the Currently, fewer than 30% of people in the TRAILS create itineraries for your visitors. Clywedog Reservoir and heather clad UK drink tap water in a reusable bottle, Plynlimon despite the fact that we are lucky to have IN WALES GLYNDŴR’S WAY • The end of the walk refreshments some of the best drinking water in the world. MARKETING • Pick your favourite walk on at Café, St Dogmael’s, The average person in the UK will use 150 Glyndŵr’s Way (Visit Wales) Pembrokeshire plastic water bottles every year but if just MATERIALS • The Boathouse Gallery, one in ten Brits refilled once a week, OFFA’S DYKE PATH LINKS St. Bride’s Road, we would have 340 million fewer plastic • Offa’s Dyke Path Walks (Visit Wales) • The busy streets of Hay-on-Wye during bottles a year in circulation. • Offa’s Dyke Path Circular and Linear Walks the literature festival • A view across the river If you are a business with a publicly accessible PEMBROKESHIRE COAST PATH LINKS to tap, then all you need to do is fill in a few • Exploring the Pembrokeshire Coast Path • Lake Vyrnwy and the Berwyn Mountains details on the Refill App to create your free • Planning your walk • The stunning gardens at Powis Castle profile on the map. Once your station is live, • The purple bloom of autumn heather at you will be ready to welcome thirsty Refillers ACCESSIBILITY / Glaslyn Wildlife Trust Reserve and benefit from increased exposure and DISABLED INFORMATION footfall as a result. Give your customers information on how accessible the trails are for those REFILL WALES Refill Stations don’t need to be cafés or with disabilities. Depending on the level Here is a fantastic restaurants. There are libraries, estate of disability, not all the trails are easy to opportunity for local agents, hairdressers, butchers, village shops navigate. Check out suitable walks at: businesses to offer walkers and museums all found on the app as Refill free drinking water and Stations. Our blue window stickers are NATIONAL TRAILS be part of an exciting displayed with pride by local business owners national scheme that has to show their commitment to helping us a big impact. reduce single-use plastics, and to act as a Wales Walking Holidays also offers ‘welcome!’ to people who may be unsure or advice and information on walking Refill is an award-winning campaign to afraid to ask for a free water refill. the three Trails in Wales: prevent plastic pollution at source by making • Offa’s Dyke it easier for people to carry a reusable bottle Refill Cymru is now on Facebook, Instagram • Glyndŵr’s Way and refill for free when out and about. and Twitter. The Refill Cymru Coordinator is • Pembrokeshire Coastal Path Hannah Osman. For more information visit City to Sea, a not-for-profit organisation Refill Cymru. If you would like to set up a headed by entrepreneur Natalie Fee, Refill Scheme in your community, please get HIDDEN GEMS launched the Refill Scheme in 2015. Now in touch with her on [email protected] Do you have a favourite spot on a Trail near being rolled out nationwide with full you? Then share it with your guests – in your support of Welsh Government and water REFILL CYMRU GO BACK companies Dŵr Cymru and Hafren Dyfrdwy, TO CONTENTS brochure, your bedroom browser, on your website or in your social media activity. Refill Cymru is substantially increasing the 44 NATIONAL TRAILS IN WALES BEST PRACTICE EXAMPLES

NATIONAL BEST PRACTICE EXAMPLES

TRAILS WEB SITES • Create a name for your newsletter, that Take a look at these sites for more ideas. accurately reflects the nature of your

IN WALES HAPPY HOLIDAY PARK business. BEST LLIGWY BEACH CAFE NEWSLETTER

ISSUE 1 | MARCH 2021 • Don’t be too specific with the date of the newsletter – Spring 2019 is sufficient.

PRACTICE NEW FOR 2021 LLIGWY BEACH CAFE We’ve opened a new drying room so that you can keep all your kit • Select good quality photographs, that EXAMPLES warm and dry after a hard day’s walking! either tell their own story, or help to

illustrate copy you have written. COASTAL GO DISCOVER

2020 is Wales’ Year of Outdoors. Check in to the real Wales and experience our • Write about things that customers care Welcome without Walls.

visitwales.com/inspire- about – new products or services, special ABERPORTH COASTAL WALKERS ARE WELCOME IN WALES! me/year-outdoors- welcome offers, the opening of a new health spa or

Glyndŵr’s Way offers 135 miles of opportunity to explore the great IT’S A FACT the extension of opening hours etc. wonderful walking through some of outdoors and the natural environment the finest landscapes in Wales for and potentially discover new Half an hour’s stroll CREATING YOUR OWN people of all abilities to embark on activities to take part in. burns 75 calories. walking their way to health. Walking briskly for 30 minutes a day, Half an hour’s walk E-NEWSLETTERS Brisk walking can benefit mental five days a week is one way of burns 99 – and half an • Make it personal – people like reading and physical health and well- meeting medical experts’ hour’s fast walk burns being, and provides people of all recommendations for adult physical 150 calories. There are many ways to create your own ages and abilities with a fantastic activity. about people. opportunity to form positive No excuse not to come exercise habits. As well as reaping Here at Happy Holiday Park, we are walking in Wales! newsletters which you can send to your the health and wellbeing benefits, right on the doorstep of miles of walking offers your family the magnificent wallks. So get in touch customers and suppliers. If you have the now! www.hhp.com • Put contact details for your business – budget, you can have your newsletters name, phone, email and web site, in a designed and use marketing platforms such as prominent position. Mailchimp. • Send newsletters regularly, but not too If, however, you want to keep costs down To get started simply open Word on your frequently – three a year is ideal. then Microsoft Word offers you a range computer and select a newsletter template. of newsletter templates which, with a little You will find instructions on how to create • If you are using email, ensure you are practice, can be used to create attractive your newsletter by dropping in photographs compliant with General Data Protection newsletters which you can send out by email and stories. rules (GDPR). For more information on or even print hard copies. Using Microsoft GDPR click below: Word, you can also produce a range of other Make sure that what you put into your marketing material, such as posters. newsletter is interesting and relevant. GDPR The best way to judge that is to ask yourself: “If I knew nothing about this business would I be interested in reading this story?” If your GO BACK answer is yes, you are on the right track. TO CONTENTS

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PRESS RELEASE EXAMPLE NATIONAL Remember the rule – [HEADLINE TO CATCH REPORTERS’ ATTENTION] TRAILS always explain WEST WALES CAFÉ BAR TO GET IN WALES WALKERS BACK ON THEIR FEET Who, A West Wales café bar [who] is launching a new service [what] next week [when] BEST What, to get weary walkers back on their feet [why] after enjoying a long day out and PRACTICE about on the Wales Coast Path. Tom’s Café Bar [where] in Main Street, St David’s, When, is bringing in a team of foot masseurs and pedicurists as well as three fish-filled EXAMPLES Why, foot spas [how] which customers can enjoy free of charge with a drink as they Where, unwind at the end of the day.

and How [Additional detail] Owner Tom Smith said the [Information from the Toolkit] idea came to him as he talked to customers The 870-mile long Wales Coast Path passes who said that had enjoyed their day walking through some of Britain’s most spectacular and parts of the 186-mile Wales Coast Path through breathtaking scenery, including 58 beaches and 14 Pembrokeshire, but that they couldn’t wait to get harbours in Pembrokeshire alone, and the UK’s their socks and boots off and relax their aching smallest city - St Davids. feet. It is one of the country’s greatest assets, Now he has brought together his team of foot- attracting over 43 million visits a year with reviving experts, and will be launching the service its natural scenery, wildlife and great walks – this Saturday, 12 May. everything from a gentle stroll to a full-on hike. Coast Path visitors put £84 million a year into [Quote to give interest and colour] the Welsh economy, and help support more than “I wanted to give walkers of the Coast Path the 1,000 jobs. [ENDS] opportunity to put their feet up while they were enjoying a drink or an evening meal with us,” he said. Further information from Tom Smith, “So, every Saturday evening until September, we will manager [email protected] have a team of trained and qualified professionals set 0234 456375 up there ready to give walkers a free foot treatment while they relax. [Make it clear that you will help the media get “I just wanted to find a way of showing visitors that interviews and photos on the day] Reporters and we appreciate them coming to this part of Wales, photographers welcome at the launch event at and I hope it will get walkers back on their feet ready 5.30pm. Saturday, 12 May. for another day spent walking round the fabulous West Wales coastline.” GO BACK TO CONTENTS 47 47