It’s been a brilliant year for cycling in the UK with the Tour de France generating plenty of interest in the sport and building on the buzz created by the recent successes of British professional riders.
The Forestry Commission was keen to harness this opportunity to position the organsation as the main provider of off-road cycling routes in England. The brief was to capitalise on VisitEngland’s high-profile campaign to promote the country as a destination for cycling.
Working closely with the internal team, we developed a compelling digital and social media programme to complement the Forestry Commission’s media relations programme.
The campaign increased traffic to the Forestry Commission cycling site by 53% over the campaign period of one month – smashing our target of 15%.
How did we do it? Well, we created a short video, below, to share on social media channels, capturing the beautiful scenery that can be seen and the enjoyment that can be experienced while cycling in the Forestry Commission’s forests. Over 4,000 people viewed the video.
We used the video content to run a competition to win a UK cycling break with Forest Holidays to create further engagement with the campaign, drive traffic to the website and, in turn, encourage visitors to sign up to the Forestry Commission’s recreation database to find out about future projects.
In addition to the video, we developed social media messaging for the Forestry Commission’s national and regional Twitter feeds and Facebook pages. We also worked with the in-house design team to create a series of infographics for each region to highlight cycling USPs.
The Twitter hashtag for the campaign, #forestride, achieved significant reach, namely 224,632 users, and exceeded 405,552 impressions and the campaign reached 40,610 users on Facebook.