Responsible outings with the Nature Friends Cycling Guide from Nivon
Although for many the summer of 2020 has a nasty aftertaste, we are convinced that it also brought us something beautiful: we started to appreciate our country more. We went on vacation in our own country in massive numbers, with the result that it seemed impossible to book a nice vacation spot at an affordable price. De Wolven had the honor of sharing a golden tip: the Nature Friends Cycling Guide of Nivon. A green and personal booklet with eighteen short and long cycling routes throughout the Netherlands. The routes connect the green-encircled Friends of Nature Houses and campsites of Nivon, making the guide suitable for both day trips and cycling vacations in your own country.
Approach
We decided to personally approach media with a long lead time before the launch of the cycling guide. Many magazines share to-do tips, for these sections we tried to plug the cycling guide. In early June, the cycling guide was officially available in stores. We seized this moment to send out a press release to relevant news media. The need to be outdoors and on vacation in your own country was high at that time. We used this as a relevant hook to pitch the news. In addition to approaching the press, we started looking for influencers who we could offer a weekend of camping in exchange for content.
Result
From the Daily Green Inspiration, Barts Boekje, Noordhollands Dagblad and FietsActief to Plus and Max magazine, among others. They all paid attention to Nivon. The sisters of The Zero Waste Project and Kirsten and Erick of The Traveler both published a blog about their stay at Nivon.
"Nivon is a wonderful organization to work for. In addition to a small national office, it is run entirely by enthusiastic volunteers. This says something about how strongly people feel connected to the organization. Something that is special in these times. Nivon also stands for discovering together and that is something that I also noticed in the collaboration with Iris Vermaas. You are seen as part of the team and you work together on a personal level. I hope to be able to work for Nivon more often in the future."
Anne van den Nulft, PR advisor
