With millions more walkers taking to the countryside as a result of the pandemic, the ‘Let’s Walk Together’ campaign, fronted by presenter and farmer, Jimmy Doherty, aims to encourage activity by getting people to pledge to walk a certain amount of miles this year.
Using the content hub created by Immediate’s creative team, Imagine, everyone pledging miles will be entered into a prize draw for a monthly prize of a £100 voucher for hiking gear or a main prize of £1,000 towards a walking holiday.
The campaign is being promoted across BBC Countryfile magazine, BBC Wildlife magazine, BBC Good Food magazine, olive, BBC Gardeners’ World magazine and 220 Triathlon.
Independent creative media agency Love Sugar Science led the campaign’s communications strategy with the objective of bringing a fresh approach to shaping and delivering the Ramblers story by leveraging the voice of trusted and respected editorial brands.
Carol Flint, head of brand at the Ramblers, says: “The Ramblers does fantastic work to protect Britain’s paths, track and trails but it goes unnoticed by so many. This partnership is a fantastic opportunity to shine a light on that work and show that the Ramblers is about so much more than just walking groups. We chose Immediate as our partner because we knew we could grow closer to their engaged audiences and tap into their passion for walking.”
Nik Wheatley, Co-Founder at Love Sugar Science, says: “Our strategy created moments where we could help bring the work of the Ramblers to life in technicolour through aligning with their passions in content, but also ways to support ongoing participation in walking by creating moments of action. The new brand identity gave us a real opportunity to grow appeal amongst key recruitment audiences but we needed to work hard to overcome a significant share of voice deficit and stimulate interest in an organisation working in the same field as some of the UK’s most famous names in nature.”
Jonathan Bown, Immediate’s Commercial Content Director, says: “Immediate’s brands create happiness for their audiences’ everyday by helping them do the things they love, whether that be through cooking, gardening or enjoying the great outdoors. Our partnership with the Ramblers is a natural extension of this. Many people have rediscovered the benefits of walking during the pandemic and we hope the Let’s Walk Together campaign continues this and raises awareness of the important work the Ramblers do to make our world-class network of pathways accessible to all.”
The Ramblers Let’s Walk Together campaign runs in Immediate’s portfolio of brands from February to August 2022.