The Falkirk area in central Scotland had invested significantly in cycling infrastructure to increase active travel and tourism. The Visit Falkirk team received money from the VisitScotland destination fund and Pagoda was tasked with delivering a three-month PR and social media campaign to raise awareness of the area as a cycling destination ideal for all ages and abilities.
Visitors fell into four target demographics: families; experienced cyclists; e-bike users; accessible needs.
Activity and results:
Media coverage and social and digital activity focused on how the campaign brought people to the Falkirk area to support the local economy. The combined campaign impressions totalled 4.7m.
Our media relations work achieved a total of 3.5m impressions which were over our target by 75%. The approach included a launch photocall with local stakeholders in front of the iconic Kelpies, which secured wide coverage. We also created material for ‘broadsheet’ media and focused on press trips and opportunities alongside local partners, particularly focusing on active travel and accessibility.
Needs focused heavily on social and digital media and our specialist team created a programme of pre-created videos and downloadable itineraries, with social media calendars and placed material. A paid-for campaign targeted each demographic across TikTok, Instagram, Facebook and Google, while our videos secured 1.4m views, way beyond our targets. With competitions and giveaways we worked with social media to drive reach and our blogs supported SEO. We secured five influencer visits which drove reach and engagement.
Testimonials:
Christine Bell, Chief Executive Officer of Cycling Without Age Scotland, said: “As well as almost 14% more Trishaw and Wheelchair Transporter rides, there has been a substantial and really noticeable increase in enquiries about accessing rides. So many more people are now aware, not only of all the amazing visitor attractions that the area has to offer, but of the accessibility that is now possible.”
Cecil Meiklejohn, Leader of Falkirk Council said: “The campaign has helped establish the Falkirk Council area as one of Scotland’s top cycling destinations. With our profile now raised and our reputation cemented as a brilliant place to visit and explore on bike, the Falkirk area is perfectly positioned to benefit from the UCI Cycling World Championships in 2023.”
