Persuade walkers to visit Wales in autumn, a time of year traditionally regarded as the 'quiet' tourism season.
We sent known keen walkers from the Visit Wales database an orienteering compass attached to a card. This was personalised with a set of unique compass bearings. These directed them from their front door to the start of a great walk in Wales. The same bearings could also be entered on a microsite. This gave details of the route, and things they could see along the way.
43% of the respondents visited the microsite, and 22% entered the unique bearings to find out more about the walk we suggested.