Embark on a Journey 2010
Embark on a Journey (Heritage Revealed)
From witches and ghosts to towers and castles, myths and legends to industrial heritage and maritime history, Lancashire has it all!
During 2010 the tourist board promoted short breaks in Lancashire with a heritage theme, targeting the discerning 45+ age group, with disposable incomes and who enjoy taking short breaks in the UK.
Activity included:
- Four exciting and dynamic treasure hunts created and posted out to over 45,000 people in Jan and April 2010 (these trails were also made available on-line as downloads and copies were given to relevant attractions)
- A stylish A5 heritage brochure - 15,000 copies printed
- Dedicated website – embarkbarkonajourney.com
- Monthly e-newsletters sent to 18,000+ contacts
- Social media programme of 'day in the life' blogs, twittering, Facebook and YouTube videos of heritage experts, guides and more...
- Advertisements in 3 issues of Heritage magazine
Businesses were invited to increase their profile through the campaign activity with prices ranging from £150 to £595.
Headline results
- Average response rate of 6% to direct mail activity
- Embarkonajourney.com – 7841 unique visitors (Jan- June)
- Average e-newsletter open rate of 11%
- Press coverage valued at over £232,164
Detailed results
- Conversion research which will measure the economic impact of the campaign is being carried out in early 2011
If you have any further questions contact Sally Jastrzebski-Lloyd on sally@marketinglancashire.com
