Who is the GM Ringway?

GM Ringway is the official new walking trail for Greater Manchester—spanning all ten boroughs and offering over 180 miles of green routes for residents and visitors to explore on foot.

gmringway.org

What did they need?

As the trail officially launched, GM Ringway needed to raise awareness and encourage people to walk individual stages of the route. The goal was to engage both seasoned walkers and casual explorers across Greater Manchester with this unique initiative.

What did Kithe do?

We created and ran a multi-channel digital campaign to boost visibility and drive engagement:

• Facebook and Instagram Advertising: Targeted local audiences with geo-specific ads highlighting the beauty, accessibility, and health benefits of the trail. Creatives showcased different stages of the walk with strong calls to action.

• Google Search and Display Ads: Helped reach people actively looking for walking routes, outdoor activities, or days out around Manchester. Display ads boosted awareness while Search ads captured high-intent users ready to plan their walk.

What were the results?

The campaign successfully concluded, achieving its key goals:

• Thousands of people discovered the GM Ringway trail and visited the website to explore stage routes

• A significant uplift in online engagement, with spikes in traffic following ad bursts

• Improved awareness across all 10 boroughs, ensuring broad regional exposure

The GM Ringway campaign demonstrated the power of targeted digital advertising in promoting local initiatives. Now, with the trail firmly on the map, even more people can enjoy Greater Manchester on foot.