The Brief
To position the region as an accessible city break destination to consumers living in the South East (on the back of Virgin Trains’ new direct service from London to Chester stopping at Milton Keynes & Rugby en route). To drive people to Chester for a short break during the summer season (and for day trips from the Midlands).
Our Approach
Our role as creative agency, project managers, direct marketers and media planners on this project ensured we were able to influence all aspects making sure the campaign held together cohesively and that the consumer would receive a consistent message, from their entry point (either national press or online (display, email, microsite) right through to booking. Our knowledge of the target audience is detailed, having worked on developing audience data for VCC with media agencies for the past 4 years, so our creative approach was targeted, our original concepts were researched for sanity and immediately resonated with the target audiences (Cosmopolitans, Traditionals and Families).
The Results
We were able to track this campaign very precisely and below are the results after burst 1 of the campaign which ran from mid-May to mid-July 2009.
Targets
- Reach 5.5 million
- Economic impact £3 million
Results to date
- Total reach with the campaign to date 7.9 million, this is over 3million more than forecast at this time, largely due to increased performance of MSN and Facebook advertising channels
- Inserts placed in 7 national weekend papers (central editions)
- Click through rate from banners and email is 60% higher than forecast
- Website visits total 7,342 to date against an overall forecast of 4,811
- Vouchers on the website viewed total 2067; special offers viewed 1084
- Total competition entrants 1192 to date
- 85% of visitors adding the site to their favourites
