The Power of TV
During the consultation leading to the setting up of the English Riviera BID businesses across the resort highlighted their desire to see the new company investing in national TV advertising to attract new visitors, particularly in the shoulder season months.
TV generates the highest Return on Investment (ROI) of any media and remains the most effective short-term advertising activity responsible for continue to drive response through online channels to www.englishriviera.co.uk
For 2019 a 4 week national day time TV Campaign achieving 6.8 million accumulative views was delivered in the ITV Central area from 9th March to 7th April 2019 targeting an adult audience with a particular focus on reaching 55+ adults (the fastest growing section of the British population)
The campaign was managed by Mostly Media a professional media planning and buying company. The campaign was carefully monitored and over delivered in terms of both reach and impacts. The full Evaluation Report is available here.
In terms of increasing traffic to www.englishriviera.co.uk the 2019 national TV campaign had a very positive impact with traffic to the website increasing by 34% during the TV campaign, with traffic from Birmingham in particular increasing by 58%. Birmingham is at the heart of the ITV Central area. The uplift in new visitors to the website was significant and should be seen as very positive as the objective of national TV advertising is to raise awareness of the English Riviera brand and to attract new visitors to the destination.
For 2020 and based on the success of the 2019 TV Campaign, the English Riviera BID Company is planning to expand the English Riviera national TV Campaign and discussions are currently under way with ERBID partners to finalise the national advertising plan.