When web-developer, Ken Heptonstall stepped into retirement he decided it was time for a new challenge. As a big big-walk walker he took it upon himself to create an epic route that would that would encourage trekkers to explore the spine of both England and Scotland.
And after two years in development, he came to Source to introduce the world to the Northern Trek – a 560-mile route stretching from the Peak District to the summit of Ben Nevis; taking in taking four National Parks, four UNESCO World Heritage sites and from the east coast in Northumberland to the west coast in the Scottish Highlands along the way.
Ken’s brief was simple – get people talking about the Northern Trek through good, old fashioned, traditional PR.
Source got out its maps and compass and explored the media landscape to find the best people to talk to about Ken’s epic retirement project.
We targeted key publications along the route; hand-picked national titles in both England and Scotland that we felt would do the most with an exclusive story; and then spoke extensively to hiking and walking media.
“It would be an understatement to say that I was over the moon with the national publicity for The Northern Trek.
“When I asked Source to help, in truth, I thought we might get a few local or regional newspapers to feature the new 560 mile hike. Although my personal background is ‘online marketing’, I decided that my first promotion would be to the regional and national press. So I asked Source to help. They managed to achieve my goals, with coverage way beyond my expectations!
“I was so pleased with the double page spread in The Scotsman! And then to balance the books South of the Border, Source managed a large online story in The Independent. The awareness level for The Northern Trek has been spectacular. Many thanks to the team at Source.”
