Great West Way targets responsible travellers

Great West Way responsible travel
Great West Way responsible travel

VisitWiltshire has partnered with Ocean Media Group in a series of outdoor digital adverts to encourage responsible visitors to explore the Great West Way as travel restrictions are lifted.

England’s Great West Way was launched in 2018 as a new tourism route based on ancient trails between London and Bristol. The Great West Way encourages visitors to explore England beyond the honeypots so is ideal for travellers wanting to avoid crowds as lockdown gradually eases.

The campaign’s message, ‘Don’t follow the herd’, was created by brand agency Heavenly and targets domestic tourists. The advertising campaign shows walkers, cyclists and outdoor enthusiasts – all appropriately socially distanced – in countryside settings along the Great West Way.

Fiona Errington, Marketing Manager at VisitWiltshire said, “We are pleased to be working with Ocean Media. Since the lockdown, tourism businesses have had an extremely tough time but now as restrictions are being lifted and businesses work hard to provide safer environments, we can begin to look forward.

“This campaign encourages responsible travellers to consider the Great West Way. We will be asking visitors to behave responsibly and to avoid tourism bottlenecks. The Great West Way has hundreds of miles of trails to explore on foot, on two wheels, and on the water, so it will be possible to maintain a safe distance from other travellers.”

In addition to the major outdoor advertising sites in London, the campaign will run on the Great West Way website, B2B and B2C e-newsletters, be supported by a digital promotional campaign across all Great West Way social media channels during the easing of lockdown. A toolkit is available to help Great West Way business and destination ambassadors to use the campaign assets and messaging in their own marketing.

For more information on how visitors can plan and be explore the route responsibly please visit