Access’ new short breaks campaign for Visit Chester & Cheshire (VCC) will have visitors flocking to the region, to catch a diverse and enthralling series of events.
Being held over the summer, these events which range from the RHS Show at Tatton Park to the world famous Creamfields, are the key focus of the campaign which aims to provide potential visitors with an excuse to extend their stay.
The integrated campaign which covers press advertising and inserts, email marketing, outdoor and display advertising, uses these headline events as the main hook for visitors within two hours drive time, and then creates the perfect short break offer by providing information on awareness of VCC’s summer events programme in general, but also as a reason to take a short break in the region.
This campaign highlights a new way of working for VCC and its stakeholders. It’s the first time that its members will work together to use events as the hook to encourage short breaks. Members can cross-sell between events, hotels and attractions within their promotions, for the greater good of attracting visitors to the county. To aid this collaboration Access has also created a ‘toolkit’ of marketing tools including press ads, emailer templates and footers and banner ads, which VCCs partners can download from the tourist board’s corporate website.
In another groundbreaking development, Access has joined forces with another of VCCs agencies to produce creative for this project. Simon Landi, managing director at Access explains: “Earlier in the year VCC streamlined its roster of agencies and gathered them together to discuss how knowledge and assets could be shared to deliver more ‘joined up’ campaigns. As guardians of the VCC brand who have worked with VCC since its inception in 2004, we welcomed this move and have worked with another of VCC’s agencies to deliver a fully collaborative campaign. I think this is a very innovative way of working for a tourist board and would recommend it going forward.”
