The Forestry Commission manages over 1,500 forests across England, Scotland, and Wales, providing recreational activities and green spaces. They plant 24 million trees annually and partner with private businesses. However, they are not well known for their outdoor activities. A marketing campaign would target 16-25 year olds and families to raise awareness. It would use characters, rhymes, and roadshows bringing forest experiences indoors to excite people about exploring forests. The goal is to encourage outdoor activity, especially for children.

1. Forestry
Commission
Research and facts
Rachel Doig

3. About the Forestry
Commission
 Over half the population live  They protect species, improve
within 6 miles of one of their habitats and protect historical
forests or woods sites
 Many private businesses are in  Take degraded land that nobody
partnership with the Forestry else wants and turns it into
Commission such as ‘Go green space for the benefit of all
Ape’, Forest Holidays Cabin
sites, ‘Camping in the Forest’  They have more than 150 easy
access trails for people with
 They plant 24 million trees every physical disabilities
year
 They provide grants licenses
 Two-thirds of the estate lies and advice to private woodland
within National Parks, Areas of owners
Outstanding Natural Beauty or
Sites of Specific Scientific
Interest.

4. Interesting fact:
More people in Britain visit a forest than do the seaside

5. What they offer
 Various outdoor activities for adults and
children, and great family holiday
opportunities
 Kids days out- cycling, walking, horse riding
 Adventure parks for kids- ‘Go Ape’ 32 play
areas and wild play
 Forest live- 23 concerts over various sites
throughout the year. Artists come to perform
in the woods
 Forest holidays

7. Recreational Parks

8. Where they are
 The Forestry Commission provide care for
over 1,500 forests and woods in England
alone
 They also maintain forests and woods in
Scotland and Wales
 They receive around 40 million visitors to
their sites each year
 As Britain's largest land manager, they own
one million hectares of land

9. The many sites the Forestry Commission have
all over the country

10. The website

11. The website
 The Forestry Commission have a very
modern and up to date website
 All the information is there and is very clear
 They include offers and passes on days out
 They have links to all the adventure parks as
well as ideas for bike and walk trails
 They have an app that shows the all the
trails

12. The brief
 Create a campaign to raise awareness of
the various outdoor activities the Forestry
Commission provides

13. The problem
 They are not very well known for having
days out and their outdoor activities and
recreation parks and all the things they have
to offer
 The Forestry Commission look after most
national parks in Great Britain and do not
advertise the extent of this
 Children nowadays don’t like to go outside
and play as much

14. The Solution
 Show families how to introduce their children
to the great outdoors
 Give them plenty opportunity to explore and
discover by just walking through a forest
 Encourage children to be children and play
outside and have fun
 Aim at children. If they want to go
enough, their parents will take them

15. Target audience
 16-2 year olds, families and children are a
possible target too
 Children are more susceptible to excitement
and adventure
 INTEREST and excite young people into
wanting to do activities and the parent will
want to take children along too
 It is encouraging young people to get
outdoors and be healthier and inquisitive

16. Where to advertise
 An ad that works as a poster or billboard so
families out and about will take notice
 Outdoor shops and centers where people go
to buy outdoor gear or take part in activities
 Posters in schools or play groups
 Shopping centers, where most families
spend their weekends
 Apps that involve children on their day out,
so they can continue to learn and play at
home in and encourage return visits

17. Strategy
Younger children/families !6-25 year olds/families
 Cartoon characters (Little Red  Bringing the forest to the people
Riding Hood, Goldilocks, Robin
Hood)  Roadshows that bring in real
trees and gives them a feel for
 ‘if you come down to the woods the forest
today, your sure for a big
surprise’
 Let out bikes for hire for an hour
 Bugs, climbing, running, jumping to encourage people to want to
, stone throwing. ‘Get down and cycle
dirty with real nature’
 Activities like climbing and zip
 Engaging children wiring through the forest
 Appealing to parents

18. Ideas
Thinking of
characters that are
associated with the
woods, that children
can relate to.

19. Ideas
Using the nursery
rhyme, these are some
different lines integrated with
it to create a strap line

20. Instant ideas

21. Layout

22. Strap lines

23. Camouflaging a strap line
Going with
ideas that
came with the
strap line ‘See
what’s hiding
in the forest’

24. Instant ideas

25. Ideas furthered

26. Billboard example

27. Camouflage idea

28. Idea furthered

29. Different take on the idea

30. Bus stop example
The image looking 3D will make
it stand out a lot, and will be
eye catching when walking
down the street, it will make the
reader stop and closer to read
the text.

31. Final idea
I was going to
incorporate two trees
in front if the
billboard to make it
harder to see. This
would still work for a
giant poster or
billboard outside an
outdoor store, but for
drivers would make it
almost impossible to
read in such a short
space of time.

32. Metro Centre Showcase idea

33. Roadshow

34. Truck roadshow

35. Developed
If this sort of set up was
created inside the
metro centre, it was
draw the people in.
‘Bringing the forest to
you’ with experts on
hand to recommend a
walk or cycling trail for
your family and tell
people about all the
activities the Forestry
Commission provides.