There’s nowhere like Norfolk.
‘Get Norfolk top of mind amongst young professionals.’ ‘Higher up the list with the empty nesters.’ Not something that can be done overnight. So this brief meant the spot we devised, ‘There’s nowhere like Norfolk’, had to work very hard if it was to meet the objectives of raising awareness, creating desire and critically capturing fresh data to help promote the county as an out of season short break destination.
Juggling a challenging budget against the campaign’s expectations, we advised a mix of ITV Player, Facebook, Google Remarketing and Outdoor at key railway stations. These channels allowed postcode targeting within the specified two hour journey time to Norfolk. London postcodes were segmented to provide the biggest viable audience numbers during the three month campaign period. Additionally, click through was incentivised with a Norfolk short break giveaway. The production too, had to be cut from an equally modest cloth.
Value was delivered with more than 10,000 site visitors submitting their data during the campaign period, proving that the ability to get your front-end thinking right is critical before you start getting excited by anything creative.
Easier to reach campaign
Our work with Visit Norfolk has also included the creation and delivery of their most ambitious and high profile campaign to date; highlighting Norfolk’s improved accessibility to London visitors thanks to the dualling completion of the A11.
The campaign ran for a six week period through March and April 2015. Using more than 3,000 London underground panels we reached an average 150,000 passengers every hour, with a Visit Norfolk message seen in one in every four of the network’s carriages.
Primarily a brand awareness campaign, we saw several successes including exposure to an estimated audience of over 2.5 million, home page views up nicely in the March and April period and online analytics highlighting a sizeable rise from online visitors in the Greater London area over the same period. Not a bad result.
As well as leading on creative, the agency was also tasked with the media strategy, planning and buying via our specialist media arm Media Point.