I don't really understand why there would be some parts of England at least where AW would be more or less important? I know there are specific alternatives for Scotland and Ireland - no idea about Wales.
As said, if you offer any sort of niche service, try and find appropriate platforms to advertise on for those. If not, I think it's just a case of being on top of your marketing in general - blog on your website and AW/elsewhere, refresh your photos and profiles everywhere, tweet and retweet so that other users will also retweet you, get on as many directories as you can (using reciprocal banner ads etc.)