Seven Natural Wonders of the UK
Results
100+
pieces of editorial coverage
1
wikipedia page
400%
increase in search traffic
70%
backlinks created
The Seven Natural Wonders of the UK campaign was a game-changer for Merrell – it was a market-leading campaign that gave the brand a renewed sense of confidence and relevance to our audience. From concept to delivery, Brandnation ensured that all consumer touch points were covered from PR to supporting our key retailers
Brief
In the Summer of 2021, the Great British public had discovered a renewed affinity for the outdoors as international travel continued to be suppressed by the pandemic. Merrell wanted to capitalise on a love for the great outdoors and the year of the staycation.
We were challenged to create an integrated earned media first integrated campaign that inspires active travel across the UK.
Brandnation has worked with Merrell for eight years – in which the account has grown 10-fold – with the agency taking on international, integrated campaigns beyond the press office.
The idea
In partnership with the esteemed Royal Geographical Society, we identified the Seven Wonders based on their beauty, uniqueness, and geological significance.
We commissioned survey research to investigate the UK’s awareness, or lack of, the nation’s most significant beauty spots.
The team created a filming capturing each Wonder and created an interactive guide for walkers and runners on the Merrell website.
