PR and communications
We were set the challenge of strategically placing Macclesfield as a ‘base for adventure’, targeting people who had a keen interest in outdoor pursuits but had limited access to the countryside.
Alongside creative brand development, a video featuring drone footage, and a new social media strategy, we built the ‘SeeMacclesfield’ website. The site was populated with local road biking, mountain biking, family friendly walks, rides, rock climbing areas and rambling routes to entice outdoor enthusiasts.
The overall campaign had three parts, each targeting a different audience. The first concentrated on interest-based targeting to attract Facebook users interested in rambling, road biking or rock climbing.
The second stage highlighted the offering of establishments in Macclesfield. This focus on accommodation, restaurants and local nightlife helped to increase revenue for local businesses and change the perception of the town’s accessibility, resource and reputation within the leisure industry.
The third stage took the data, identifying the most popular copy and targeting, and amending to boost user engagement.
Over the course of the two-month pilot campaign, we delivered 5,500 visitors to the new website through a range of organic social media and Facebook advertisements. Dwell time on the site was also higher than anticipated.