This document outlines a campaign pitched to GoLakes Travel to inspire creative behavior changes using the heritage of the Lake District. The campaign proposed appointing a "Poet in Residence" who would wander the region writing poetry to share live on Instagram, a blog, and videos. It suggests expanding the campaign through a luxury poetry book and partnerships with local organizations to display the poems on buses, trains, and venues around the lakes. The results of the initial campaign are reviewed, highlighting opportunities for further publicity and engagement through competitions, exhibitions, and appearances by the poet.

1. Poet in Motion
OR WANDERING LONELY AS A BLOGGER
#poetinmotion

2. Would you employ a cloud to run
your next social media campaign?
 A: YES
 B: NO
 C: Depends on the weather

3. Cumbria
The Family Adventure Project
www.familyadventureproject.org

4. What did I pitch?
A Campaign to Inspire
Creative approach to changing behaviour

5. Influencing behaviour creatively
 Tapping the creative heritage of Lake District
 GOLakes Travel ‘Poet in Residence’
 #poetinmotion
 Wandering and writing poetry
 Live Instagram campaign
 Blog posts for GOLakes Travel blog
 Video poems
 Partner social media sharing
 Local Publicity

6. NWT package

12. Phase 2
 Further Small Grant
 Produce Luxury Coffee Table Book
 £2,500
 Quote for just Design, Layout and Print
 Using Regular Local Design Agency
£4,000

13. The right bloggers can deliver
 Photography - capturing and processing
 Content creation
 Page design and layout
 Cover design
 Editing and Proofing
 Initial Print Run
 Print on Demand for further copies
 All within budget

14. Photo of book

17. Opportunities emerge
 Stagecoach offers to put the poems up on the buses
 Virgin Trains: “Pitch an idea at us”
 Brockhole Visitors Centre offer outdoor poetry walk in grounds
 Brockhole wants 5 minute video poem for cinema
 Mountain goat offer free screen time at Windermere TIC
 Dove Cottage offer link up and mentoring
 Blencathra want to talk about poems and walking
 Windermere Lake Cruises invitation to talk about an exhibition

18. Lots of opportunities!
 Kaz Graham pitching at You and Yours/Womans Hour
 Potential DVD and web exposure for 300 school buses per year
coming to Brockhole
 Opportunity for press launch of book and subsequent publicity.
 Live engagement with the public, wandering or travelling as a poet
in residence
 Poetry competition engaging the public or summer Instagram
campaign tie in with @igerscumbria.

19. Lessons learnt
 It’s all about the idea
 Take a creative risk – and back it
 Use the blogger in you own backyard
 Don’t look at the blog, look at the blogger
 Look for unusual pots of funding
 Use reputable bloggers and ASK them what they can do
 Work together to develop ideas
 Don’t be afraid to put mainstream budget behind it
 Stop separating conventional media and new
 Think bigger than the blog post and press trip
 For bigger campaigns & reach, look at the bloggers collectives

21. The Family Adventure Project
www.familyadventureproject.org
@familyonabike
facebook.com/familyadventureproject