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Using content marketing and thoughtful digital campaigns to increase awareness of seaside resort
Ambition
The English Riviera is a tourist destination in South West England, nestled on a 20-mile coastline in Devon stretching from Maidencombe in Torquay to Berry Head in Brixham. The English Riviera is home to a UNESCO Global Geopark and England's Seafood FEAST. The website attracts over 1m annual visitors.
The English Riviera Business Improvement District (ERBID) manages the promotion of the location to domestic and international tourists by working closely with local business and surround districts.
The ERBID consists of a small core team so we worked closely with them helping to guide their digital marketing efforts and share new initiatives with them, especially around content marketing and social media.
The challenge
Promote a brand-new seafood event in The English Riviera to both locals and visitors.
Action
The English Riviera hosted a brand new seafood event to celebrate the quality and the diversity of locally sourced seafood landed at Brixham Harbour. We worked with them to help build the story and make sure that people were aware of what was on offer at this inaugural event.
We worked with a local drone expert and a local food and drink photography expert to firstly capture the people which make Brixham the largest and most diverse fishing port in the country. We then turned this stunning content into stories that the audience could relate to and wanted to know more about. We planned content for the whole campaign across web, email, social media and paid ads in the lead up to the event.
Result
1000+ incredible still images for the client to use
4 short videos to be used across social media channels
A sustained increase in website traffic by 3x since starting the campaign
Uplift in consumer newsletter with average open rates of 42%
Incredible media coverage including The Guardian, Devon Foodie and Devon Life magazine
