Cycle West: Cornwall Tracks and Trails Expo

Cycle West: Cornwall Tracks and Trails Expo

The Brief

The Cycle West project and Cornwall Council wished to get maximum business benefit in Cornwall from the European investment in this Project. Cycle West is an initiative linking south west England and northern France with promoted cycle routes. Cornwall is always looking for tourism opportunities outside of the main tourism season to boost jobs and prosperity. The coastal tourism offer is particularly weather reliant, whereas inland opportunities are less so.

The Solution

Viper products used:

  • Communication Planning & Auditing
  • Customer Journey & Target Audience Profiling

  • Training

  • Social Media Campaigns & Dashboards

  • Design

  • Web Design & Hosting

  • Sales Promotions
  • Event promotion & management

An exposition was organised, promoted and executed at the Eden Project, raising awareness of the Cycle West project within Cornwall’s visitor focussed businesses. This exposition was themed around Cornwall’s land-based walking, cycling and riding opportunities to maximise benefit for attending businesses, with Cycle West being one of these opportunities. This was done to maximise appeal, and relevance to all Cornish businesses.

  • A web-page and online booking forms were established to provide information and manage requests. Social media use, primarily Twitter, was used to raise awareness of the event within the Cornish business community and to give the event a ‘live feel’ on the day. The Twitter account attracted over 400 followers in a matter of weeks.
  • Experts from across Cornwall put on displays, from the National Trust to the British Horse Society. Businesses spent time talking directly to the experts, learning more about the opportunities available in their part of Cornwall, and taking away information to put on their own websites and promote to their customers.
  • A series of 6 focussed talks, run morning and then repeated in the afternoon, were run where businesses could drop in for 20 minutes and hear from a variety of experts in the access and tourism field.
  • After the event videos of each of the 6 talks were then edited and uploaded to the relevant Youtube channels to ensure businesses that could not attend can still benefit.
  • A digital guide book to Cornwall’s land-based recreation opportunities was produced, with links to all information sources, themed around the activities of walking, cycling and horse riding.

The Result

More than one hundred tourism businesses and members of the public came from across the South West for the Expo in September 2014 to learn how Cornwall can draw visitors to the county all year round.

Thirty-two organisations including the CYCLE WEST project, South West Coast Path and the National Trust mounted displays at the Cornwall Tracks and Trails expo, and were on hand to speak to people from tourism businesses about the range of opportunities provided by Cornwall’s cycle trails, walking and horse-riding to attract and retain visitors throughout the year.

The free event, held at the Eden Project, also had scheduled presentations from organisations such as Visit Cornwall and Viper Marketing. Those attending said they found the event helpful - giving them new ideas to promote their business – as well as a valuable opportunity to talk face to face with people involved in developing Cornwall’s outdoor activities and benefit from their expertise.