Case Study: Archives Wales boosts archive awareness and engagement with Working Word

Archives Wales doubles web traffic to Gwent Archive with Working Word

Archives Wales, a consortium representing local, university, and private archives, faced the challenge of raising public awareness of its services, which are among the most underused cultural resources. They partnered with the vendor Working Word on a public relations campaign to increase engagement and remind people that digital archive services remained available despite COVID-19 restrictions.

Working Word created a media campaign featuring themed daily stories that tapped into the current news agenda. This strategy secured extensive national and regional news coverage and generated significant social media reach. The campaign's measurable results included millions in coverage reach, a doubling of web traffic to a key archive, and it won a CIPR Gold Award for the best arts and culture campaign of the year.

Archives Wales