The brief

One of Nidderdale’s hidden gems, How Stean Gorge, wanted to create a splash (not literally) to mark the launch of its new high level walkways. The walkways formed the newest section of Yorkshire’s only via ferrata, and How Stean wanted to reach out to new audiences, particularly in the corporate team-building sector.

The solution

 

We worked with How Stean’s marketing team to work out the best day of the week for the launch, to do a thorough recce of the site to understand where the best points would be for taking photos, and to brainstorm ideas that would enhance the day itself.

 

We then worked up an enticing photocall notice and press information that would provide the right information for the broadcast and print media, particularly giving them an idea of what they would expect to see on the day.

 

We also booked a photographer and worked with him to ensure sufficient photos were taken that would appeal to the different media, namely the local news, travel press, corporate team building, school travel, outdoors and wedding titles.

 

Thought was also given to the possibilities for online video coverage of the event.

 

The result

 

Helped by a healthy dose of Yorkshire quirkiness – the Mayor of Harrogate agreeing to perform the opening ceremony while balancing on one of the high wires – and some cracking photos, we secured some great coverage. This included:

 

• A page lead in the Nidderdale Herald and Northern Echo.
• Online video footage on the Yorkshire Post
• A profile on Beautiful North Yorkshire and interview with Stray FM.
• Widespread coverage in the various sectors including The Great Outdoors magazine, Wedding Ideas, Meetings and Incentive Travel, Group Travel and School Travel Organiser.
• Importantly we also secured a visit from freelance travel journalist Helen Ochyra who has subsequently written pieces for online travel outlets: Active Traveller, Go UK and Coolplaces.co.uk.
• We interviewed the Mayor and lead instructor at How Stean for a video piece which was subsequently used on facebook, twitter and How Stean’s blog, bringing in another element of the day alongside tweeting links to coverage and retweeting comments.