E8 trail – Discover the Rhodopes to love them

In the post-pandemic world, the shift towards outdoor activities and nature exploration has become a global trend, and Bulgaria is no exception. Recognizing this shift and its deep connection to the Rhodope Mountains, Velingrad Mineral Water set out to popularize the lesser-known E8 hiking trail – a stunning but underutilized 420 km route through Bulgaria, 380 km of which pass through the Rhodopes.

While other long-distance hiking routes in Bulgaria (E3 and E4) were well-mapped and maintained, E8 remained neglected, lacking clear information, signage, and digital resources. To bridge this gap, Velingrad Mineral Water took decisive action:

• Created a comprehensive GPS track of the entire route.
• Developed a dedicated website with day-by-day breakdowns, shelters, water sources, and essential information.
• Installed 258 km of tourist signage to make the route safer and more accessible.

The impact was immediate and remarkable:
– Google searches for the E8 trail increased by 563%.
– The GPS track was downloaded 16,347 times.

This campaign was not just about branding – it was about reviving a forgotten trail, strengthening the bond between people and nature, and reinforcing the brand’s mission to support outdoor sports and sustainable tourism. Velingrad Mineral Water didn’t just tell a story of the Rhodopes – it made the Rhodopes more accessible to everyone.