The South West RDA in conjunction with South West Tourism and the Destination Marketing Organisations (DMOs) or tourist boards in the region, is launching an integrated marketing campaign to ensure the South West is at the top of people’s wishlists when planning their holidays in the spring, summer and beyond.
The campaign, which has been created by integrated marketing communications agencySpace, involves advertising, press supplements, magazine inserts, online marketing, social media and promotional activity. The campaign will run until early April.
The idea behind the campaign is to show visitor experiences in each of the relevant tourist board (DMO) locations to inspire and engage. These experiences will reflect the five mini campaigns of country breaks, families, town and city breaks, taste and green, showing the breadth of holiday and breaks that can be enjoyed in the region.
The mini campaigns will be used to promote the participating areas and the wider South West region, which will target families with young children, professional couples seeking high quality experienced-based short breaks and empty nesters.
Space has worked closely with the DMOs, which include Devon, Dorset and Cornwall, to develop a single creative proposition to ensure maximum impact and effectiveness of the campaigns individually and as a whole. The creative is designed to ensure that consumers visit the South West website at www.visitsouthwest.co.uk and the websites of the DMOs so that they can find the right experience for them and then go on to book.
This campaign has evolved from the highly effective ‘South West Stories’ campaign activity, which Space devised and implemented for the last three years.
Steve Manser, Senior Account Director at Space, says, “Through copy tone, images and design we have focused on portraying the real assets of South West England, a rich and vibrant region with something for everyone to enjoy. Our goal is to really drive consumers to enjoy the experiences we communicate and choose to book a holiday in the region straight away. We have worked closely with each DMO to ensure that every investment achieves maximum results.”
Kirsty Cumming, Deputy Director of South West Tourism, explains: “We are delighted with the campaign created by Space, which brings together the people, the setting and the experience enjoyed by millions of visitors to the region. To bring together the South West RDA, South West Tourism and DMOs to create a collective and holistic campaign will deliver fantastic results for the region in the coming months.”
Tim Stubbings, Marketing Manager at South West RDA, adds: “The creative and strategic approach taken by Space will enable consumers to effectively engage with the mini campaigns most relevant to them, whilst also encouraging additional visits and enquires for the region as a whole.”
Lorna Webley at Loudmouth PR. Tel: 01494 472226, e: email@example.com
Ben Powell at Loudmouth PR. Tel: 0207 981 9859, e: firstname.lastname@example.org
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