After a competitive pitch, we’ve been awarded yet another lovely project by Norfolk County Council. The project – which follows funding in 2012 from the Rural Development Programme for England (RDPE) – promotes Angles Way, the 93-mile walk skirting along the county boundary of Norfolk and Suffolk.
The project calls upon our marketing and PR skills, but of course has a particular emphasis on leaflets – the essential tool for helping people get maximum enjoyment out of any walk.
Considering the length and breadth of Angles Way, we knew from the outset that just one leaflet wouldn’t suffice. That’s why we set about planning a series of leaflets to promote as many of the picturesque locations as possible.
And so we have crafted eight leaflets representing various walks, from the seaside resort of Great Yarmouth, the inland locations of Beccles, Harleston and Diss, and the market towns of Thetford and Bungay, to Oulton Broad. There’s a general one that covers the whole route, too.
Because Angles Way is rich in beautiful scenery, unspoilt countryside, bustling villages, and the history and culture of market towns, multiple leaflets meant we could showcase the highlights of the walk in detail while providing a platform to support local businesses in each area.
From copywriting and design, to photography and print, every aspect of these leaflets has been handled by our integrated team.
Further activity includes a post-Easter media relations campaign in the region, and targeting national publications in the walking, bird-watching and family sectors, supported by press advertising.
The initial success of the campaign has seen the agency briefed on further projects by Norfolk County Council. One is for Nar Valley – the King’s Lynn to Dereham walk – requiring a similar marketing mix of leaflets, press advertising and PR. Plus there’s another in the pipeline.