Putting the spotlight on Snowdonia for summer 2009

for Visit Wales January-June 2009

The Challenge
- To create a buzz about Snowdonia in the national UK media
- To increase visitor numbers to Snowdonia for summer 2009
- To attract a wider variety of visitors, such as families

The Solution
- Use local characters to generate features and inspire readers
- Offer different angles to different publications to maximise news hooks
- Create an television news release to tie-in with opening of Hafod Eryri, the new visitor centre and cafe on Snowdon

The Results
- The bgb Wales travel team has generated more than 50 pieces of Snowdonia-focused coverage in the past six months, with more still to be published
- Visitor numbers to the Welsh Highland Railway alone are up 55% year on year, with lots of visitors saying they saw our coverage and came as a result
- One campsite reported that hits to their website had tripled in one day following coverage generated by the bgb Wales team