This summer, National Landscapes Association partnered with Bauer Media Outdoor UK, a media owner specialising in outdoor advertising and infrastructure.  We utilised their estate, connecting with audiences in Plymouth to promote the amazing Tamar Valley National Landscape. 

Working with the National Landscapes Association, Bauer Media Outdoor - which is part of Bauer Media Group - donated £28,000 worth of advertising space as part of its Platform for Good commitments, helping to promote the beauty of the Tamar Valley across their Adshel Live network. 

 Research shows that 66% of people in England live within 30-minutes of a National Landscape, and the aim of this campaign was to introduce the Tamar Valley to the people of Plymouth, highlight its many benefits and show how their local National Landscape can be easily accessed by boat, bus, car or train. 

Sarah Gibson, former Lead Officer at Tamar Valley National Landscape, said: “We were absolutely delighted to have been identified by Bauer Media Outdoor to receive their Adshel campaign support throughout Plymouth. 

“This provided us with an incredible opportunity to encourage the residents of our neighbouring city to easily visit the Tamar Valley National Landscape and connect with nature and the outdoors.” 

 The campaign ran for two weeks in July, amounting to 850,000 plays on 73 different roadside screens across the city, which included major locations such as Royal Parade.   

To gage the initiative’s initial impact, Sarah took to the streets of Plymouth to gather some real time feedback. She said: “We spoke with people sitting within the bus shelters or walking past the Adshels and heard how much they enjoyed seeing the Tamar Valley imagery on the screens. 

“Several people told us they hadn’t thought of visiting and would now make plans to take the bus or train into the National Landscape. One couple were actually on their way that day and awaiting their bus connection when we spoke with them, having seen the advert a few days earlier which prompted their decision to explore the area.” 

 Amber Lauder, Development Officer at the National Landscapes Association who coordinated the partnership, said: “Through this generous donation, our work with Bauer Media Outdoor brought the beauty of the Tamar Valley to people in Plymouth, attracted multiple new visitors, and highlighted the beauty of the outdoors to a new audience.  

“Partnerships like this are essential in reaching new audiences and showing people not only why they should visit these beautiful landscapes but also how to visit them. A huge thanks to Bauer Media Outdoor and to the Tamar Valley for working alongside us to help make the outdoors accessible to everyone, which is essential for both people and nature.”