Case Study: Natural Resources Wales boosts awareness of the Wales Coast Path and National Trails with Working Word

Natural Resources Wales grows Wales Coast Path reach by 5k followers with Working Word

Working Word partnered with Natural Resources Wales, a government body responsible for managing the country's natural resources, to promote the Wales Coast Path and three Welsh National Trails. The challenge was to position these long-distance walking routes as world-renowned destinations to encourage more visitors from across Wales and the UK, while also promoting equitable access and the Welsh language and culture.

Working Word implemented a communications campaign using media relations, press and influencer trips, and social media. The solution secured coverage in major national titles and partnerships with numerous travel influencers. The results included over 300 million coverage circulations, influencer partnerships engaging over 300,000 accounts, and social media channel growth of over 5,000 new followers.

Natural Resources Wales