Visit Wiltshire is the tourism development organisation responsible for increasing worldwide visitor numbers to Wiltshire. One of the UK’s most vibrant and beautiful counties, the region is brimming with an extraordinary variety of tourism destinations, and unique experiences. With a £1m funding from the Discover England Fund, Visit Wiltshire was seeking an experienced tourism and travel specialist digital agency to help raise awareness of The Great West Way – one of the world’s premier touring routes covering 125 miles between London and Bristol. Over the next 10 years, the GWW aims to bring 1.5m visitors to the region.
The Great West Way is based on one of the first Great Roads commissioned by the Kings of England. Today, UK and overseas visitors can explore the route in depth with a range of themed itineraries and trails, suitable to travel by car, coach, rail, cycling, walking and waterways. The Great West Way offers a unique variety of sights such as UNESCO World Heritage places and AONB (Area of Outstanding Natural Beauty) to quaint historic villages and the vibrant cultural cites of Bristol and Bath. A year-round destination, visitors can enjoy spas to luxury hotels, gardens to historic houses, tearooms to pubs and even bears in the wood. With 31 National Trust properties, 28 English Heritage properties, 20 Michelin-starred restaurants, 3 castles and one palace crossing over 6 counties, the GWW stands out as an exceptional route for all seasons.
Deriving inspiration from the work Digital Dialog implemented previously for Ireland’s Wild Atlantic Way, Visit Wiltshire approached us to promote the Great West Way. The campaign’s core objectives were to raise awareness of the new GWW route directly to key international markets of USA, Germany and The Netherlands – and locally, in the UK.