UK internet users spend an average of 4.5 hours online each day and are active on 3-4 different social networks. As such Social Media digital channels provide a major opportunity for the English Riviera BID Company to identify, target, reach and influence existing and new visitors. Instagram (owned by Facebook) alone has more than 18 million users.
The English Riviera BID Company is significantly increasing its investment in Digital Destination Marketing and to expand the ways we promote the area online to attract both staying and day visitors, with the focus on promoting the shoulder seasons.
Over 42,000 people follow the English Riviera Facebook Page with regular posts placed to promote the area and to communicate particular seasonal Marketing Campaigns including, for 2019, two specific Family Campaigns targeting the Spring and Summer (Riviera Moments) and Autumn Adventures. Both of these campaigns were supported with fantastic new video footage.
With over 2900 followers we are looking to maximise the promotional opportunities presented via Instagram in reaching a younger audience. For 2019 a number of successful ‘Instagram Takeovers’ were set up working with ERBID partners.
The English Riviera YouTube channel has been expanded significantly and includes many new videos including the Award Winning Beaches Video (spectacular Drone footage) the ITV adverts and the new Riviera Moments and Autumn Adventures Videos that you can share with your customers. We are adding new content all the time so do please keep visiting the English Riviera YouTube channel.
Post GDPR, the English Riviera BID Company has developed a consumer Email Marketing Database totaling over 60,000 contacts. Regular emails are communicated to the segmented list to promote different things taking place throughout the year.
A sample of the emails that we have sent out this year can be viewed below.