The Ramblers

Building a national movement around Britain’s love of walking

163

pieces of coverage across national and regional media

336

million combined audience reach

3.45

million estimated views

the challenge

The Ramblers, Britain’s walking charity, appointed Aspire in 2024 to launch the inaugural Britain's Favourite Path Competition and build it into a recognisable annual celebration of Britain’s love of walking.

Over three years, our ambition evolved from introducing the competition to growing its national reach, creating sustained media momentum and using the platform to amplify The Ramblers’ wider mission to protect Britain’s paths.

our solution

2024: Establish

We launched the inaugural competition with a national and regional media campaign, encouraging people across Britain to nominate their favourite paths and introducing the competition as a celebration of walking, nature and community.

2025: Scale

Building on year one, we broadened the campaign’s appeal through celebrity ambassador Jeff Brazier, wellbeing-led storytelling and a multi-phase media strategy spanning nominations, voting and the winner announcement.

2026: Sustain

By year three, Britain’s Favourite Path had become an established annual moment. We created fresh media hooks across launch, voting and the winner announcement, brought in celebrity judge Matt Johnson and showcased the Ramblers partnership with Postcode Lottery to maximise national broadcast opportunities.

the impact

The campaign grew from a new competition into an established national platform, generating significant earned media and reaching audiences across national, regional and broadcast media.

In 2026 alone:

163

pieces of coverage across national and regional media

336

million combined audience reach

3.45

million estimated views

22

pieces of broadcast coverage working alongside the Postcode Lottery PR team

Across three years, Britain’s Favourite Path has evolved into a powerful platform for celebrating walking and connecting people with the paths and places they love.

By continually refreshing the media story through celebrity talent, localised storytelling, wellbeing and broadcast, Aspire has helped build sustained momentum around the campaign while amplifying The Ramblers’ wider mission.

their perspective

“We’ve been really pleased with all the coverage secured so far. The way our partner, Cotswold Outdoor, has been featured so prominently across the coverage is fantastic, and they’re delighted to see the impact. There’s also been very positive feedback across our Comms team, particularly around the video being embedded in so many features, which has added real value and strengthened the branding. A brilliant piece of work all round.”

Sara Humphrey

PR and Media Officer, The Ramblers

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