2019 saw a number of great successes for Visit Weston- super-Mare with the launch of some innovative and engaging new Destination Marketing campaigns. This presentation takes you through a year of our advertising and how we decide how best to use the money we receive from our membership scheme, that goes directly back into the promotion of Weston-super- Mare outside of the resort. We aim to appeal to our traditional core audience and visitor market, as well as expanding into new areas and new social demographics. This is done by observing trends in the data we gather online and through the Visitor Information Centre, when it is open from April to September. An example of our standard branding, used in most Using a variety of methods, we seek to distribute the Visit Weston advertising campaigns message of Visit Weston-super-Mare far and wide, and in an ever-changing and increasingly competitive market, the challenge of keeping Weston attractive to holiday-makers is a motivating and exciting task
Kingfisher produce around 80 visitor guides for destinations in England, Scotland and Wales. These annual, hard-back publications are placed in the bedrooms of leading hotels in cities and regions across the UK, to use when you’re away from home and looking for local places to go and things to do. Written by local travel experts, these beautifully- designed books provide a great reference guide and source of ideas, and they’re packed with interesting articles, useful information, special offers Kingfisher Visitor Guides – throughout 2019 and discounts.
Kingfisher (cont): Our half-page advertisement can be found in the print copies available in hotels, as well as the digital e- books accessible online by a global audience. This image shows our colourful and eye-catching branding nestled amongst an interesting article on Kew Gardens, featured in the ‘You’re in London’ edition. The hotels selected to carry the Kingfisher Guides, are all household names, global brands and prestigious, luxury establishments - most graded either 4 stars or higher.
The Easter 2019 ‘Partner Display’ campaign launched in March. Global Media Group – Online Partner Campaign This was an online advertising campaign working with Global March – June 2019 Media – that own a number of commercial radio stations including Capital, Heart, LBC and Smooth and partners with a number of large media brands including the Daily Mail, eBay, Amazon and Gumtree . Our internet banner advert was displayed on websites belonging to these and other large brands overseen by Global. We provided a list of 300 key words relating to our product, eg. beach, holidays, pier etc. So that once searched for by an internet user in our target audience, they would be shown a Visit Weston banner advert. This targeted web users based within a thirty-mile radius of the Severn Bridge, and they were shown the advert once more within a fortnight of the initial showing, to reiterate the message. The banner ad scrolled three designs as shown in sequence on the left, these are of Grove Park, the beach and an offer at the Bay Café, each with accompanying text. The advert was seen over 250,000 times during its time duration and delivered a satisfactory number of conversions to our own website.
Clear Channel July-August 2019 Clear Channel are a national advertising agency that offer ‘Out of Home’ campaigns – using digital and poster plinths, bus shelters as well as digital and printed billboards. The artwork to the left was placed in prominent retail areas, bus shelters and along motorways in the South West, Gloucestershire, South Wales and the West Midlands. These included Cribbs Causeway (as shown on the right) and Gloucester Quays, as well as numerous ASDA and Sainsbury’s stores, fuel stations and the M6 motorway Digital tower at Walsall.
Clear Channel (continued) We elected to target potential visitors to Weston from a 90-minute drive radius as this captures both the those wishing to visit for just a day, or those planning a ‘Staycation’. Placing advertisements along motorways is especially impactful as they’re effective when motorists are stationary in traffic, and also encourage impulsive decisions to stop off in Weston en-route to other destinations It was reported by Clear Channel that during the campaign our artwork would have been seen my potential visitors 2,000,000 times!
Coach Touring Magazine - ‘Cream of The South West’ edition July 2019 In May 2019, the Tourism Marketing Officer was approached by Coach Touring UK magazine to enquire interest in placing an advertisement in their summer edition, which focuses on their feature: ‘The Cream of The South West’ . Considering the ongoing customer base to Weston from coach companies, we elected to take up the offer of placing a full page advertisement with a website listing on their page. In order to promote both the town as resort as well as a popular event, the advert focuses on Carnival. In consultation with Carnival organisers we created an eye-catching and visually-led design as shown, with succinct copy describing the event and the potential for group bookings, suitable for coach companies. Our copy of publication was delivered to us in July 2019 and we were thrilled with the advertisement and its placement within the magazine. The Carnival committee were very pleased with our decision to help publicise the event and agreed that the design was eye-catching and well-placed.
Bristol City vs. Leeds United Match sponsorship 4 th August 2019 • Originally we had elected to purchase a full page advertisement in the match day programme • This was to target both the existing visitor market in Bristol and the emerging visitor market in Leeds and the wider West Yorkshire area • As the match was the first of the season, Bristol Sport anticipated a game attendance of around 23,500, with good travelling support from Leeds • Artwork was created with the inclusion of a QR Code, that when scanned would take fans to a unique page on the Visit Weston website with specific content aimed at that audience
Bristol City vs. Leeds United Match sponsorship 4 th August 2019 (continued) • We were invited to sponsor the match and were informed that Sky Sports Main Event would be broadcasting the game live. • The predicted television audience for the game was 400,000. So with the opportunity to showcase Visit Weston to national audience, as well as the two fan bases in the ground, we jumped at the chance. • The programme advertisement would still be included in the package, along with website links on all Bristol City online match reports, digital pitch side advertising, scoreboard advertising and other benefits.
The match received a television audience of 411,000 and a capacity crowd of 23,500; meaning the Visit Weston branding, logo, website and social media ‘handles’ were seen by almost half a million people. The ‘wave’ design scrolled along the screens during several key moments of play where cameras shot from closer angles, showing off our artwork beautifully – as captured on The campaign was a great success and the screen here. exposure for Weston was extremely worthwhile.
Visit Weston Giant Deckchair Summer 2019 To capitalise on summer visitors and the popularity of ‘selfies’ being shared on social media apps. We decided to commission a Giant Deckchair for visitors to sit in (up to four people at once) and take souvenir photographs of themselves. If these photographs are then shared between their friends and family online, there is free and organic advertising for the Visit Weston brand as visible behind the sitters. We situated the chair outside the VIC and on some days we observed We designed the chair canvas with a design that would be suitable for the between 600 and 1000 people per day chair to be re-used year after year. Its fun and family-friendly colours and seizing the chance to have a sit in our characters definitely proved popular with visitors and we have seen the ‘Weston -super- Chair’ . chair featured in many family photographs shared on Facebook, Instagram and Twitter.
Bristol Airport – September 2019 If you visited Bristol Airport in September, you would have seen Visit Weston proudly occupying space on one of their entry/exit roundabout sails. The airport processes 850,000-950,000 passengers throughout September, and so the decision was taken to promote Weston to a business and leisure audience in this still-busy month for tourism. We also purchased space on two digital screens occupied in Baggage Reclaim, where passengers are likely to be delayed and thus will be available to view our advertisements for longer, with greater impact.
Baggage Reclaim digital screen animation: The ‘wave’ logo, along with the blue and green branding colours are echoed in the roundabout sail, so as to form a subconscious link between the two advertisement to those who see them both. Roundabout Sail: The sail depicts iconic Weston landmarks, as silhouetted in white, similarly to roadside brown signs for directions to tourist attractions; along with details of the website address and social media accounts.
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