The campaign, which was launched early last month, marks the first time that BW has targeted the wider UK population and is driven by the organisation’s vision for an expanded, vibrant, largely self-sufficient waterway network with increasing visitor numbers.

'We want to surprise people who might not normally think about their nearby canal or river and make them reassess it as something that could be part of, and improve, their everyday life,' explained Simon Salem, BW's marketing and customer service director.

The communications campaign will cost £800,000 and will take a micro-marketing approach, says BW, with communication being targeted to high density populations in order to reach as wide an audience as possible with relevant local information.