Integrated Marketing and Behaviour Change Campaign for RHOI Initiative

Eryri National Park Authority seeks an experienced marketing and communications supplier to develop and deliver a bilingual Welsh/English integrated campaign for RHOI, a new initiative inspired by CopenPay that encourages visitors and local people to take positive actions for their communities and environment. The programme will initially pilot in Bala and Betws-y-Coed before expanding across the wider Eryri region. Participating businesses will reward people who complete eligible activities such as using public transport, volunteering, participating in conservation efforts, supporting local culture, learning Welsh, and engaging in community-focused activities. The campaign must focus on behaviour change alongside awareness and app adoption, guiding users through a journey of See → Understand → Join → Act → Reward → Share → Repeat. This is not a conventional discount scheme but a meaningful engagement programme where the supplier will develop detailed communications strategies, behavioural interventions, and marketing activities for each stage of the user journey.