Seven Natural Wonders of the UK
pieces of editorial coverage
increase in search traffic
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.
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.