It has been great to work on this exciting project with the Brecon Beacons National Parks Authority, encouraging young people and students from cities such as Cardiff and Swansea to visit the area.
The Brecon Beacons message had two main focuses. The first to centre around adventure to tie in with the Wales 2016 “Year of Adventure”, and the second to promote the ease of sustainable travel to the Brecon Beacons National Park. It also needed to link visually to Instagram, the social media platform for the competition. Visitors could post their image and their proof of travel using the hashtag #destinationbreconbeacons for a chance to win.
We used images (with permission) from Instagram taken by visitors to the national park to promote the competition, explain the rules, but also show off the Brecon Beacons at its most beautiful, and giving an example of what the competition entailed. These sat within the existing brand and created a vibrant, fun project.
In particular, when undertaking the project we needed to make sure we:
– Understood the target audience. We meet with young people and students and got them to share their views, as well as their Instagram images!
– That all outputs were fully bilingual.
– That the visual style and messages were fully on brand and consistent throughout all the printed outputs which included flyers, timetables, maps and digital / social media outputs.
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