Target boost post-flood tourism in Gloucestershire
Cheltenham-based Target Marketing Communications fought off competing local agencies – in record time – to win a project to boost tourism and the retail economy in Gloucestershire following the floods.
The integrated marketing/PR agency was invited to pitch on 12 September, pitched on the 25th, won it on the 26th and started work on the 27th. The campaign broke – ready for half term – on 12 October with a series of radio ads plus microsite www.getawaytoitall.co.uk , 4-page, full-colour supplement in the Gloucestershire Echo, full-colour ad campaign and PR activity involving the launch of Gloucestershire Tea.
The tea was sourced, blended and the packaging created, then issued to 50 café's throughout the region plus to local, regional and national media – plus 3 photo shoots in the day. The response to the tea – from consumers and cafÈ owners is: "We want more!"
"Funding has been secured from the South West Regional Development Agency to support the county's tourism, following the summer floods," said Chris Dee, tourism manager for the DMO. "Advertising and PR spend will be balanced by investment in new events such as a new Tall Ships festival in Gloucester (26-29th October). The activity will reach the local market to remind locals of attractions on their doorsteps for half term, as well as day visitors from outside the county."
The campaign will run up until Christmas, capturing the diversity of things to do from shopping and dining to walking, cycling and enjoying the heritage.
Target Marketing Communications, founded in 1977, has built a substantial reputation as a fully integrated marketing communications agency offering advertising, design, media, public relations, digital and direct marketing.