The Brief
Visit Devon asked us to promote Devon as an all year round cycling and walking holiday destination by targeting older couples, younger families and keen cyclists – the infamous MAMILs or Middle-Aged Men In Lycra.
Our Solution
Our answer was to position Devon as #ThePlacetoBe in a new film we scripted and produced featuring a series of people enjoying the natural beauty of Devon on foot and by bike. Shot over several weeks across the whole county we aimed to show the sheer variety of beautiful locations as they appear in different seasons.
This long film was then edited down into 3 short films specifically to be used on social media targeting the 3 distinct audiences.
