Reinventing the forest as a

place to hang out

air.pr

• Our Philosophy:

• We ensure our clients can breathe easy as soon as we are on the task

• We have great experience working with companies promoting outdoor leisure activities

air.pr – a fresh take on your PR needs

Marianne Røkke

Creative Director

Frederikke Saust

Graphic Designer

Zsuzsanna Matyak

Digital Communications Director Rosa Mattsson

Campaign Manager

• Trekking Britain

Charlie, 18, London University Student

Very web and tech savvy.

Likes doing Xbox championships, movie/pizza nights,

flat parties, Plays a little football with friends, Enjoys hanging out with

friends .

Goals: Be a babe magnet. Belong to a cool group of friends as he feels

a bit lost being first away from home

Transport: Public transport

Issues:

1. Looking for interesting leisure activities

2. He doesn't have money; he needs to save as much as he can

• Very web savvy. Uses her Android phone a lot

and uses Instagram to record snapshots of her life

• Enjoys movies, clubbing, shopping. Enjoys

hanging out with friends.

• Income: Low (Student loan and scholarship)

• Actively searching for student discounts

• Transport: Public transport

• Goal: Wants to be healthy and look healthy

• Issues:

• Hanging out in the kitchen all the time is boring. She would

love a fun alternative where she can unwind with her friends.

“I sometimes get tired of just hanging

around the kitchen, but we don't really

have the money to do day trips and

stuff"

“Oh my god, I love the forest. Haven't

been in one in ages though"

"Forest? Forest? Forest? There are no forest

around at all! How would I have gone to the

forest?"

"In the forest you can walk, and jog, and walk

your dog, and go on a romantic walk."

1. Increase awareness of the accessability of the Forestry

Commissions forests around London amongst 18-24 year olds

2. Increase awareness about the possibilities in the Forestry

Commissions forests around London amongst 18-24 year olds

Key Messages:

1. The FC forest is just a tube-ride away

2. The FC forest is a great place to hang out with friends

Week 1: Deer Stunt on Tube + Twitter +

#Bestplacetohangout

+ surveymonkey

Week 2: Release video

of stunt + update website

+ News Releases + Survey +

Facebook page

Week 3-6: Facebook

Competition Launch

Week 7-8: Competition aftermath

and evaluation

• Launch a survey on University student groups on Facebook asking how they spend their free time

• Release of deer-stunt video on Youtube

• Ammendments to web-page

• Youtube

• Vine maps

• Competition

• Photos

• Tubemap

• Tube map etc

• University Newspapers

• Traditional media:monitoring

• Mention – 100

• Reach

• Social media Goals

• Twitter Followers – 10 000

• Favourite and ReTweets - 300

• Hashtag users – 3000

• Vine shares and favourites - 150

• Facebook likes - 7000

• Picture uplods on Facebook - 500

• Shares and likes for the Pictures – 300/1500

• Unique visitors for Forestry Commission - 7000

• Downloads of map – 5000

• Youtube

• Youtube video views – 15 000

• Shares - 5000

• Likes - 200

• Compare the 2014 annual Forestry Commission Statistics with

the 2013 figures in regards to visitors age-group 18-24

• Goal: Double the number of visitors from last year within the target group

Website: £ 4000

Competition: £ 4000

Press release: £ 1000

Social media management (Facebook, Twitter): £ 10 000

Vine map: £ 2000

Supervision: £ 6000

Evaluation: £ 6000

Youtube video: £ 7000

Total: £ 40 000