Ramblers is sometimes seen as a bit of an old-fashioned charity that’s just for people with bobble hats and hiking boots.
However, 9 million people in Britain say they enjoy walking regularly, so we were asked to create a new identity for the Ramblers’ Festival of Winter Walks that would attract people who love simply getting outside and walking.
The Story: Ramblers has traditionally been seen as a bit of an old-fashioned charity that organises long and demanding walks that only people with bobble hats, hiking boots and walking poles can enjoy.
The reality though is that 9 million people in Britain say that they enjoy walking regularly, so there is a big market for Ramblers to tap into – a market of people who love simply getting outdoors and walking.
The Brief: We were asked to create a new identity for the Ramblers’ Festival of Winter Walks; to develop the strategy that would generate a large pool of contactable leads that could then be converted to Ramblers membership, and to create the assets required to fulfil the strategy.
Our Response: A new identity, media planning and creation of collateral including press ads and promotional film for the Festival of Winter Walks.
We engaged a media partner and agreed a media plan offering a mix of press ads, supplements, feature articles and online inventory to engage the target audience multiple times during the Festival period and offer an incentive of a walking holiday as a means to drive data capture.
We created the assets required to fulfil the campaign as well as a promotional film – developing all content from initial concept and script through to commissioning and working alongside a production company to shoot and edit the film, which was then promoted via the Ramblers website and social media channels.
Why it Works: The film draws viewers into the emotional, sensory experience of being out on a walk in the winter and shifts perceptions of the Ramblers away from being solely about organised group walks to a charity that will simply enable you to enjoy the thing you love – being outdoors.
Fresh thinking for Ramblers