The English Riviera BID Company has appointed Four Marketing Agency as its national PR and communications agency to strengthen the resort’s profile as one of the UK’s leading year-round coastal destinations.

Pre-COVID, the resort attracted over 4 million visitors spending over £500 million. However, the cost-of-living crisis and the pandemic have impacted visitor numbers and spend. This new partnership will be focused towards driving these figures back up to pre-pandemic levels and to encourage continued investment.   

Speaking on the significance of this partnership, English Riviera BID Company CEO, Carolyn Custerson, highlighted the importance of showcasing the destination's many offerings beyond its renowned summer seaside experience: “Situated in South Devon, the English Riviera has one of Britain's most incredible coastal landscapes and is an area steeped in history and culture.

“It is a designated UNESCO Global Geopark, representing 400 million years of geological heritage and has a wide variety of museums and historical buildings. Furthermore, it is the birthplace of world-famous crime writer, Agatha Christie. We have so much to offer and believe this new partnership with Four Marketing Agency will raise awareness of our unique resort nationally and internationally.”

The English Riviera BID Company promotes the resort on behalf of over 1000 local tourism and hospitality businesses, with Four Marketing Agency’s role considered essential to complement these efforts and to ensure co-ordinated promotion and messaging across the UK.

The agency’s brief is to raise awareness of the activities on offer in the area to national media. They will also offer communications support to BID partners to promote their businesses during challenging times and to highlight new opportunities, new ideas and products to help them extend their season whilst supporting brand guidelines.

Geoff Crow, Commercial Director of Four Marketing Agency, comments: “It is a privilege to work with the English Riviera team. Media relations, strategic communication, fully integrated stakeholder relationships and productive partnerships are at the heart of everything we do, and we are committed to delivering a big impact for the English Riviera.”

Image: ERBID Board of Directors. Left to right: Jim Parker (Torbay Weekly), Jason Garside (TLH hotel group), Tim Godfrey (Bishop Fleming), Andy Banner-Price (The 25 Boutique B&B), Kevin Mowat (Torbay Council) retired – board place now taken by Lisa Tuck (Torbay Council), Claire Flower (Beverley Holidays), Cllr Martin Brook (Pilgrims Rest Cottages and Torbay Councillor), Carolyn Custerson (ERBID CEO), Kelly Widley (Food & Drink specialist), Richard Cuming (Bygones), Pippa Craddock (Business & Marketing Solutions Ltd), Anthony Payne-Neale (Court Prior Boutique B&B and Apartment), Chris Hart (ERBID Chair and Wollens Solicitors).