Visit Suffolk marketing campaign surpasses targets

Tourism bosses in Suffolk have hailed a recent TV and digital marketing initiative which reached more than 1.3 million people.

Created by Visit Suffolk and supported by the county’s destination management organisations, the TV campaign targeted the over-35s in the Home Counties and East Midlands.

The main platforms were Sky TV, ITV Hub video-on-demand and social media, with content about outdoor activities, family-friendly trips, heritage, food and drink.

Through the ITV Hub video-on-demand service, viewers could enter a free prize draw to win a luxury family short break at The Ickworth near Bury St Edmunds.

Meanwhile, a digital marketing campaign targeted visitors of the Visit Suffolk website “to keep Suffolk top of mind when researching and booking their next holiday”.

Overall the campaign exceeded targets by 76%.

Amanda Bond, Visit Suffolk brand manager, said: “We are delighted with the results, ensuring Suffolk is destination of choice for staying visitors looking for a holiday in the UK.

“The staycation market has flattened so we have to compete much harder for that all-important tourism spend.

“Driving overnight visits is a top priority for the county’s tourism body, and our latest TV commercial continues the success of ‘You. Unplugged’, building on brand awareness and allowing visitors to reconnect with Suffolk.”

Megan Pollexfen, manager at Discover Newmarket – part of Visit Suffolk – added: “The ‘You. Unplugged’ awareness campaign helped to draw attention to lesser-known destinations through major platforms such as Sky and ITV. We are delighted with the results and look forward to collaborating with Visit Suffolk and other DMOs in Suffolk on other ambitious projects in the future.”

Doug Field, chair of New Anglia Local Enterprise Partnership, said: “To achieve and surpass targets for TV and digital audience is a very good result for Visit Suffolk. The challenge now is to translate that success into increased visitor numbers.”

Colin Noble, Suffolk County Council leader, commented: “Suffolk has a fantastic visitor offer and we want to have more people come to the county to experience that offer.

“This campaign helped us to reach new markets and I am very pleased with the results achieved so far.”

Tourism in Suffolk is worth £1.9 billion a year to the local economy, generating 1.6 million staying visits. It employs nearly 40,000 people which equates to nearly 13% of all jobs in the county and is one of the largest sectors in Suffolk.

Southwold picture on home page by VisitEngland/Diana Jarvis.