Reconnecting the UK
We were appointed to deliver a domestic tourism campaign for the Discover England Connections Project, a partnership made up of ten English destination marketing organisations – Bath, Bristol, Cornwall, Devon, Essex, Gloucester, Hampshire, Hertfordshire and Kent.
Following the Covid-19 pandemic and subsequent travel restrictions the project’s focus switched from promoting the UK to overseas visitors to the domestic market. Our brief was to create a campaign that would encourage UK tourists to rediscover and reconnect with destinations across the South West and South East.
The campaign needed a strong creative concept to promote the key themes of genealogy, ancestry, migration and World War II stories and had to appeal to two distinct audience groups. We used a mix of typography and striking hero imagery to create a dynamic and recognisable campaign style, with the key message forming a visual connection between the locations and the headline.
The majority of the campaign was delivered across social media and digital display. Carousels worked across multiple frames to create visual impact and encourage swiping. YouTube pre-roll and social videos helped bring the campaign to life and static assets were also created for each destination, geographical area and theme.
The online marketing was supported by a press campaign across regional press with different publications promoting neighbouring destinations and attractions. A radio campaign also ran across local stations.
- Campaign planning
- Concept development
- Art direction
- Video production
- Radio Advertising
- Press advertising
- Social media
- Programmatic display
Reconnecting the UK
The Discover England Fund Connections Project is a partnership of ten English destination marketing organisations, working together to promote UK tourism to the overseas market. Due to Covid-19 travel restrictions, their focus switched to target the domestic UK tourist audience and encouraging people to rediscover these destinations.