Monday 17^th February saw the launch of a major new destination marketing campaign aimed at attracting families to holiday in the English Riviera.  
 

Following the appointment of Exeter-based marketing agency, Chalk & Ward, we have developed a multi-channel advertising campaign – ‘escape your everyday’. 

The campaign is aimed at families with young children, living in the Midlands, specifically Birmingham, Wolverhampton, and Coventry. 

The campaign is fun and engaging and speaks directly to the audience. The concept plays on the juxtaposition between people’s everyday lives and their holiday in the English Riviera. Whilst showing the wealth of things to do and see in the area, it draws a lighthearted comparison between everyday chores and the monotony of everyday life with the fun and excitement of an English Riviera holiday.

The campaign will comprise:

• TV advertising (live and on demand) on Sky AdSmart, ITVx and various other digital channels via ‘connected TV’
• Digital out of home (video and static ads) in the central Birmingham area in shopping malls, transit hubs and bus shelters
• Paid for digital advertising on Meta, Google, and Trip Advisor – display and video
• Organic social media
• Influencer marketing
• PR

The campaign will run from Monday 17^th February until the end of June with the digital out of home running from 17^th – 24^th February and 14^th – 21^st April. 

There are various creative elements to the campaign:

• 3 x 30 seconds adverts – using digital TV we can deliver different versions of the advert, so we can really promote all there is to do and see in the area
• A longer video
• Digital adverts of varying lengths – both display and video – for use online or on digital out of home sites

Those of us located in the English Riviera are not the target audience (which is the Midlands) so we shouldn't see the campaign on our own TVs or media channels.  But you won't miss out as you can view the adverts via the YouTube links below:

• Full length video
• TV advert A
• TV advert B
• TV advert C

The next phase of this year's campaign will target the couples market - more information on this to come!
 

This year’s destination marketing campaign is being part-funded by South West Water following lost bookings across Devon as a result of the cryptosporidium outbreak in Brixham last May.