Campaign

Find the Time

East Suffolk is waiting for you

The brief

Create, plan and deliver a 3-month destination marketing campaign for East Suffolk to drive overnight stays. The project covered everything from branding and website build, copywriting and creative to media planning and buying, then full campaign execution.

The challenges

We had a very short lead time (the contract started in October for delivery December to February), the geographical area wasn’t readily understood or recognised, there were a number of DMOs already promoting the area – each with a different objective – and there was no data or results from previous campaigns from which we could learn and build.

The solution

The campaign creative focused on finding the time to discover the unexpected, and the execution was built around an accelerated programme of testing, targeting, tracking and tweaking.

The day was divided into times, from morning to bedtime, and the attractions and entertainment were showcased in these categories.

Photography and videography was a mixture of bespoke and user generated content (UGC) and showed East Suffolk in a new light.

Social media and Google ads targeted areas within 2.5 hours drive time and OOH media was used in the best responding locations. A competition generated data, email marketing created a dialogue and drove repeat traffic to the website, influencers reached specific target groups and PR delivered national press coverage.

The results

The result was a very successful destination marketing campaign for East Suffolk. Email open rates up to 80%, 6.7m impressions across Meta and Google, coverage in The Telegraph and Sunday Times and there was a 3 percentage point increase in intended overnight trips to East Suffolk (December 2024 Visit England Domestic Sentiment Tracker).

An East Suffolk resident made us proud when they summed up the campaign, saying “You’ve made it look as beautiful as it really is”.