From Avebury to Basildon Park along the Icknield Way
BRIEF: Connect more people with the landscape within the North Wessex Downs via the Wayfaring event held at Basildon Park (July 2018), a free outdoor art installation and performance.
STRATEGY: As a curtain raiser to ‘Wayfaring’ and on behalf of The North Wessex Downs Area of Outstanding Natural Beauty we created and released a video that explored the ancient routes of the Icknield Way, the inspiration behind Wayfaring.
RESULTS: 28 pieces of online media coverage was generated in relation to Wayfaring at Basildon Park/The North Wessex Downs, with an estimated 147,000 online views. The Icknield Way video helped to drive new audiences to The NWD Facebook page. The video was very valuable in terms of raising awareness of the both the NWD, its landmarks and the Wayfaring event. The video also featured on 28 news websites. Additionally, the video was placed across the North Wessex Downs social media across late June, and generated a reach of 39,231 with over 20,000 viewing the video and with 92 shares.
Over 1,100 people attended the Wayfaring event.
The project was produced by Activate in partnership with the North Wessex Downs AONB, the Corn Exchange Newbury, 101 Outdoor Arts Creation Space and the National Trust, with support from the Arts Council.