2020 Destination Marketing Activities
The English Riviera BID Company has budgeted over £450,000 on behalf of Levy Payers to promote the English Riviera for 2020. All projects can be viewed by downloading this budget summary with a number of the individual projects detailed below.
NATIONAL ADVERTISING CAMPAIGN
National Advertising continues to be the priority for the majority of Levy Payers. In response we are pleased to share details below of what is the ERBID Company’s biggest integrated, offline and online National Advertising Campaign so far.
Over £450k is being invested in 2020 to attract new visitors, year-round.
The 2020 National Advertising Campaign will achieve over 40 million views.
The ‘Call to Action’ for all advertising will be to visit the English Riviera website.
NEW ENGLISH RIVIERA BRANDING
A new colour palette, logo and caption ‘Naturally Inspiring’ has been introduced for 2020 and will be used on all our Destination Marketing activities. The new logo is available for everyone to use and you can download the new logo from the Riviera Photos website.
Attracting over one million visitors a year the official English Riviera website has a fresh design for 2020 with the new branding in place. In addition, there are more opportunities than ever before to promote your business on the website. See here for more details.
NATIONAL TV ADVERTISING
2020 will see a much expanded programme of TV advertising targeting the over 50’s couples market across three areas: ITV Central West (Birmingham, Wolverhampton, Walsall, Cheltenham, Gloucester, Shrewsbury, Stoke, Hereford), HTV West (Bristol, Bath, Swindon, Taunton) and ITV Meridian Thames Valley (Reading, Andover, Basingstoke, Oxford).
The 2020 TV Campaign will commence on December 28th. View the TV advert here.
Complementing the TV advertising will be an expanded programme of Bus Side Panel Advertising in: Bristol, West Midlands and Reading.
LONDON UNDERGROUND POSTERS
Interest from London continues to grow. In response the ERBID Company is to introduce Cross Track London underground poster advertising into the Destination Marketing mix for 2020 to raise the profile of the destination.
COVID RECOVERY CAMPAIGNS
Welcome Back Campaign
On 23rd June 2020, following the Prime Minister’s confirmation of the 4th July re-opening date, the ERBID launched the Welcome Back campaign targeting both Day and Stay visitors. The campaign was purely digital and used Google Search, Google Display, Facebook and Instagram advertising. The campaign received 9.6 million impressions and resulted in almost 100,000 clicks to the English Riviera website. You can read the end of campaign report here.
Golden Ticket Competition
On 30th July 2020, the ERBID launched a new attraction-specific campaign, in the form of a competition. The ‘Golden Ticket Competition’ gave one winner 14 one-time-entry family tickets to English Riviera attractions and activities. The campaign consisted of digital adverts and a radio advert on The Breeze. The campaign received 3.7 million impressions with 3,768 entries to the competition. You can read the end of campaign report here.
Enjoy Summer Safely (with Visit South West)
The South West was awarded £300,000 to promote domestic tourism during August 2020. Working with other regional DMO’s, Visit South West was launched. The Welcome Back, Enjoy Summer Safely campaign was seen on TV, Radio, Out of Home, Local Press and Digital. You can see the full schedule here.
Autumn Adventures Await
The Autumn Adventures Await campaign went live on 1st September and will run until 31st October. This is a digital campaign with adverts on Facebook, Instagram, Google Display and Google Search. At the time of writing (22nd October), this campaign has received 3.5 million impressions.