Country Escapes 2011
***This opportunity has now closed***
The Country Escapes campaign promotes the outstanding countryside of Lancashire as a short break destination together with outdoor activities such as walking, cycling and bird watching.
Target Market
This campaign targets 45+ couples within a 2.5 hour drive time, with higher disposable incomes – This is a market we call ‘Cosmopolitans’. They are looking for short break that combines new experiences, and high quality accommodation and dining out.
Activity that took place Feb-June 2011
- Direct Mail to be sent to 15,000 contacts in Jan/Feb
- Creation of a themed campaign landing page
- Articles within the 2011 Lancashire Visitor Guide
- Increased content on visitlancashire.com – with promotion on the homepage.
- The creation of 14+ car free itineraries (as downloads) and promotion on and off-line
- Pay-per-click and social media activity
- Monthly e-newsletters (Feb- May) – including being sent to 10,000 new names
- Press coverage in regional and national press
BENEFITS
- Promotion to 30,000+ off and on-line potential visitors
- Exposure to the 70,000 unique visitors who come to visitlancashire.com each month looking for ideas and inspiration.
HEADLINE RESULTS
- Response rate of 11% to the direct mail
- Campaign landing page received 14,118 page views
- 15 new car free itineraries created and promoted
- 4 e-newsletters with an average open rate of 14%
Opportunities started from £100 and went up to £300. If you would like more information please contact Sally Jastrzebski-Lloyd on 01772 426461
