Summary

Showcasing the beauty of Swansea Bay, Mumbles & Gower by leveraging the audiences of national travel journalists, bloggers and vloggers

Objectives
  • Generate over 3m OTS
  • Minimum of 15 journalist visits
  • Minimum ROI of £20 per £1 spent
Results
  • Achieved and exceeded planned targets in all areas
  • Media visits from titles including London Evening Standard, Coast, Sunday Times, Manchester Evening News and Countryfile Magazine
  • Coverage in/on The Guardian, Radio Times, Grazia, MSN, AOL and The Independent
  • Strong journalists contacts across key UK and global travel media
242 million
Opportunities to be seen
The Sunday Times
Online and print coverage
9
Bloggers and vloggers
54
54 pieces of print and online coverage
How we did it?

Working Word has been working with the tourism team for City and County of Swansea, Visit Swansea Bay, on both PR and digital for its past five campaigns. Supporting its wider marketing activity through engaging social media ideas and creative PR tactics, we have built a robust and reactive press office for the team which results in high quality coverage and engaging conversations both on and offline.

Using hooks like the Dylan Thomas centenary, Swansea City Football Club’s promotion to the Premier League and Visit Wales’ Year of Adventure, Working Word has created playful and engaging campaigns which promote Swansea Bay, Mumbles and Gower as a top class destination, somewhere for a range of audiences to visit and enjoy a range of activities across the whole of the region.

The campaigns delivered to-date have been successful in raising the region’s profile with the media and, more specifically, with audiences who previously had limited knowledge of the area.