Storytelling experience for the cycle routes in South Wales.
A digital storytelling experience developed for nationwide cycle network providers Sustrans, to engage new audiences and increase usage of the cycle network within parts of South Wales.
Sustrans Cymru were keen to develop a project that would develop their family audiences and encourage them to take to the scenic cycle routes in the South Wales area. They wanted to offer something that would give families something to do together whilst actively draw attention to the history and local attractions.
We began the project with consultation workshops with Sustrans Cymru and their stakeholders along with focus group sessions of existing and new family audiences. In response we created an audio based experience that could be accessed via a phone call at any time during it’s three month presence on the local cycle networks. Maps for each route were produced outlining story hotspots at key locations. Once at these locations participants could dial into a chapter of story that linked all of the routes. The more routes explored, the more story was discovered.
Working with writer Mali Tudno Jones, the stories took participants on a unique adventure that aspired to inject a little extra imagination into journeys; to see the world through new eyes, listen to their surroundings and participate in small games and activities. The project was a new type of engagement approach for Sustrans by offering a unique brand experience for cyclists and other path users.