SAJA NANSA is an association that promotes rural development, tourism and the protection of the Cantabrian region located between the Saja and Nansa rivers.

The family game as an engine for rural development: Saja Nansa created the first Geocaching game in Spain and trusted 121PR for its communication.

The collaboration aimed to:

• Support the implementation of the Geocaching family game to promote sustainable development in the Cantabrian Community of Saja Nansa.
• To give notoriety and disseminate the Geotour among potential audiences through the media and thus develop media coverage.
• To increase the credibility of the different associated entities such as the Government of Cantabria or the European Union.

To arouse the interest of the media we relied on the novelty of the game, which in addition to being the first in Spain, uses elements of local culture (Templars, Camino de Santiago). We also promoted investment from European funds and the role of local civil society agents.

• Exhaustive definition of the media map
• Letter of introduction of the initiative to the media in order to establish a closer relationship.Call for the official presentation to the media
• Press release and press dossier with statements from representatives.
• Call for public event to inaugurate the first Geotour in Spain.
• Collaborations with the media for different areas and phases.

• As a result of the different actions carried out, 54 press impacts were obtained in a period of 2 months.
• Coverage was obtained in first level media such as La 2 de TVE, Diario AS, Europa Press, El País, 20 Minutos or ABC.

“We trusted the development of this campaign thinking that the tight budget would limit the results. But we have found that strategic public relations management in local development opens up important possibilities for enriching the socio-economic aspect of the municipalities.”

Carmen Fernández del Río, Saja Nansa Manager

• Even with a limited budget and time, satisfactory results can be obtained in local institutions.
• The closeness and fluid relationship between client, agency and public is essential for a correct development and satisfaction of both client and media.
• The segmentation of the target and the orientation of each tactic according to needs and objectives is decisive in the follow-up and direction of actions.
• Public relations with the media in institutional projects at local and regional level are essential and viable for any organization that needs to: give visibility, forge its reputation and generate credibility.