Visit Bristol have been an active partner with the US Connections Discover England Fund project since its inception. As part of the last year of this project, a focus on domestic marketing has taken place whilst international travel is not possible due to the pandemic. The project involves 13 destinations from the south west, south east and eastern England.
Over the last few years, a great deal of activity has taken place with travel trade, developing itineraries around key themes. More information on the travel trade element of this project in the last year can be found via this infographic.
Bristol and Bath will also benefit from a campaign of activity pushing traffic to a specific project microsite. This will then have links to the Visit Bristol, Visit Bath and key product websites, encouraging consumers to plan ahead. A selection of bookable tours will be able to be purchased directly via the project site too.
Image - an example of one of the press advertisements as part of the campaign
Campaign and dates for Bristol & Bath
The campaign, which goes live March 15, is focussed on a domestic audience to plan ahead and book visits for late summer/early Autumn 2021. The campaign will feature key product within the project theme of ancestry. Bristol-based Stuff were the agency chosen to work the main creative for this project.
Target audiences will be ‘Family Friendly’ and ‘Mini Breaker (couples no kids)’ markets, targeting users with matching interests and affinities including history, ancestry, staycations, the outdoors and adventure.
High profile activity will include:
- Targeted social media content with South West carousels and video featuring Bristol and Bath across Facebook, Twitter, Instagram and YouTube
- Google responsive display advertising
- YouTube pre-roll advertising
- Regional radio advertising for 2 weeks from 29 March with Bristol and Bath advert aired on Heart Devon and Smooth Devon to target 2-hour drive time radius
- Print advertising in regional newspapers with Bristol and Bath adverts in the Exeter Express and Echo, mid Devon Gazette, North Devon Journal, The Cornishman, Plymouth Herald, Western Morning News and Mid Somerset Series on w/c 15 and w/c 29 March.
Reach figures for the whole campaign:
- Digital reach over 8million
- Radio reach 1.06million
- Press readership over 650,000
The URL for the campaign call to action is www.reconnect-england.co.uk which officially goes live on 15 March.
Members wishing to extend the reach of the campaign and get involved are encouraged to follow the social media accounts below and share content using #Reconnect and #TakeTimeToReconnect
For more information about the Visit Bristol involvement in this project, contact Marketing Manager Jon Chamberlain
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