ABOUT

A campaign to establish the seven natural wonders of the UK. Partnering with the Royal Geographical Society to establish the Seven Natural Wonders of the UK. The campaign set out to inspire everyday adventurers and experience seekers via UK travel as well as put the Moab Speed walking shoes in the most beautiful spots on our shores.

Brief

· PR: Establish 7 Wonders with the Royal Geographical Society (RGS) and execute a news survey to sell into national, consumer, travel and specialist media
· Content: Creation of production showcasing the seven wonders of the UK for brand and retailers to use
· Influencer: Influencer seeding to local outdoor/adventure influencers to attain additional content at each Wonder with Merrell Moab Speed included

Activity

RGS Partnership

· Partnership with the RGS to provide additional credibility to the campaign
· Establishing the Seven Natural Wonders of the UK
· The RGS Provided information on the seven selected Seven Wonders (brief history and evolution)
· Use of Society logo on content created on the Seven Wonders with text reference to the association.
· Historical and contemporary images from the Society’s Picture Library
· Access to spokesperson from RGS for media purposes
· Shared content via RGS social channels.

Cold House Production Partnership

· A series of video assets were created to bring each of the Seven Wonders to life.
· The video assets were shot using an individual in front of camera discovering the Wonder in Moab Speed shoes, plus the integration of drone footage.
· The content was edited for paid social ads with a CTA and Moab Speed product focus.
· 7 x 15-30sec edits (usage across PR, web and social),1x 90 sec edit (usage across PR, web and social).

Influencer Collaboration
· Collaborated with Instagram photography network @roambritain to capture all seven of the Natural Wonders
· Seeding Moab Speed to the influencer community to capture the MOAB Speed at each of the 7 locations to bring the product story together with the wider campaign.
· Influencer photography was used in brand and retailer social plans

Paid Social Amplification

· All ads were linked to the dedicated landing page
· Mix of video view, landing page