Summary

Following its successful debut in 2014, we were enlisted by National Trust Wales for the second year in a row to uncover some of Wales’ most special places.

Objectives
  • Start a national conversation that involves everyone from the Senedd to the schoolyard and gets the nation talking about their own special places and backing the places and the spaces that mean the most to them
  • To get more than 5,000 votes cast for Wales’ most special place
  • To position National Trust as the leading heritage body which promotes and looks after special places in Wales
Results
  • Received over 13,000 votes throughout the competition
  • Secured over 110 pieces of coverage spanning broadcast, print and online  media with total opportunities to see exceeding 101,248,00
  • Relationships established with key heritage and conservation bodies
5
celebrity ambassadors
6
piece feature series commissioned by ITV
7
heritage and tourism partners worked with
1
very special place
How we did it?

To bring new life to the competition we created five different categories to highlight the diverse range of landscapes that Wales represents. To champion these categories we enlisted the support of five leading Welsh celebrities, including TV personality and weather presenter Siân Lloyd and Hollywood actor Matthew Rhys.

We involved our celebrities in photoshoots, presenting key announcements and social media support.


Co-operation with heritage bodies and conservation organisations was essential to ensure we were getting the message out there to the right people that National Trust Wales looks after some of the country’s most special places. We enlisted the support of a number of partner organisations including Visit Wales, Cadw and the Heritage Lottery Fund.


Collaboration was instigated ahead of the launch with a partner meeting where aims and objectives were laid out and project roles assigned. We created template releases which were made available to all partners as well as suggested social media content. We also established category focus fortnights which ensured all types of places were championed and brought to the fore throughout the competition.

A key part of this year’s process was establishing a new voting mechanism to maximise entries throughout the duration of the competition. To do this we created an app to facilitate voting across a range of platforms as well as establishing voting booths at all National Trust properties and a number of partner organisation locations.