The brief
On the back of designing the Peak District’s branding we were asked to develop the 2008 Advertising Campaign based on a simple numerical objective – getting Visitor Guides into the hands of prospective visitors.
Our approach
With such a clear KPI, it’s easy to find an audience who will respond to your advertising – the difficulty is in getting the right audience to respond. Visit Peak District – as with many of the tourism organisations we work with – use Ark Leisure data to manipulate their target audiences –so with this information we worked closely with the media company to select a range of press titles, that met our audience, both in terms of demographics and likelihood to respond (including information booklets).
Results
Fascinating! The results were extremely polarised – some magazines performed exceptionally well (Radio Times) and some extremely poorly (Readers Digest) – reminding us that market intelligence is no substitute for testing! All our learnings from the 2008 campaign were applied to the 2009 campaign – which performed far more as planned.
Client testimonial
“Using their market insights Access delivered a focused campaign relevant to our target market which reflected the Peak District’s offer and helped us stand out in this very competitive market.”
