Ramblers

Festival of Winter Walks Identity and Collateral: Winter in every sense

We were appointed to create a new identity and supporting media strategy for the Ramblers Festival of Winter Walks. As part of the suite of assets required to fulfil the campaign we created 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.

The Story

Ramblers has traditionally been seen as an old-fashioned charity, organising long and demanding walks that only people with hiking boots and walking poles can enjoy. However, 9 million people in Britain say that they enjoy walking regularly, so there is a big market for Ramblers to tap into.

So, we were appointed to create a new identity for their Winter Festival; 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.

We engaged The i as a media partner and agreed a media plan offering a mix of press ads, feature articles, a weekend supplement 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 with The i 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.

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.