Cereal bar brand Nature Valley has teamed up with Tripadvisor to encourage Brits to explore some of the UK’s most beautiful nature spots in a new £1.8m campaign called #visitnature.
The six-week long promotion sees Nature Valley become the first ever FMCG brand to partner with Tripadvisor in Europe and is expected to reach 5.6 million people within the brand’s target audience.
Nature Valley-curated travel guides and bespoke trips, all designed to boost UK tourism by showcasing the stunning locations our country has to offer, will feature across the Tripadvisor site.
The content will be promoted via a raft of highly targeted media activity, including TV, social media and digital, directing people to the site and inspiring them to book their next adventure.
Helene Henderson, Brand Manager for Nature Valley, said: “With limited travel options in the coming months, we’re encouraging people across the country to fall in love with UK nature and enjoy the exact same escapism that a trip abroad can offer.
“This first-of-its-kind partnership for Nature Valley is an exciting evolution of our Get Out More campaign and further highlights our tasty range of Nature Valley snack bars as the ideal accompaniment for an outdoor adventure.”
The initiative is part of a £10m marketing investment by Nature Valley-owner General Mills to support its three leading brands: Nature Valley, Fibre One and Lärabar.