Walk,
Ramblers
Blazing new trails with a leap into digital
Ramblers is a charity dedicated to removing barriers: we channelled that ethos to charter our agile migration from print to interactive digital.
Walk hasn’t just gone online – it’s gone further, faster and with more impact. Since launch, the digital magazine has clocked more than 115,000 views, with readers spending an average of 129 seconds per page. The advertiser click-through rate stands at an impressive 13.2%.
Donation pop-ups generated over 23,000 interactions, while almost 24,000 users joined the mailing list. Add in major cost savings on print and distribution, matched by strong digital revenue, and it’s clear, we kept on track (pardon the walking pun, there may be a few), to make sure Britain's biggest and most vibrant walking community stayed engaged.
Client Need
Like many clients, the Ramblers needed to rethink Walk for the digital age. As custodians of one of the UK’s best-loved outdoor brands, they wanted to stay true to their roots – while reaching new audiences, cutting legacy costs and creating fresh revenue streams.
But simply flipping a print magazine into pixels wasn’t good enough. The Ramblers needed something that felt fresh and immersive, while retaining its heart and reader connection.
Creative
So, we responded by building a digital edition that redefined what a member magazine could be.
Published via Shorthand, the Walk digital magazine became a multimedia journey: video, interactive maps, moving images and seamless navigation, all working in harmony. No clunky PDFs – just intuitive storytelling, compelling visuals and frictionless paths to action.
High-impact editorial features
A true brand evolution, it showed the Ramblers that, with the right agency partner, even the most heritage-rich institution can walk boldly into the future.
Content spanned 14 high-impact editorial features, including curated sections like Routes, Gear, Masterclass and Ten Places – a structure designed to give readers what they expect, and plenty more. Smart UX research informed every design decision, while donation prompts and membership pop-ups ensured engagement translated into support.
