Branding

Visit
Erewash

Derbyshire on your doorstep

The brief

The campaign was to promote rural Erewash and the businesses and leisure activities within it, to a very specific population living in certain areas of Derby and Nottingham. A ‘Visit Erewash’ brand identity, website and cross-channel marketing campaign was required to generate visits from those people to the area.

The challenge

Rural Erewash is a relatively small area of Derbyshire, bounded by the motorway, river and canals and without the big peaks and expansive countryside found in central Derbyshire. But there are low-key attractions, short walks and historical aspects that are ideal day trips for people living in the target areas.

Research showed that the target market was aware of many of the activities and attractions, but simply didn’t use them. One key reason they gave was not knowing where to park.

The solution

The logo references the water and wildlife, the sub-brands allow the user to explore by category and the information on each location includes practical details such as parking and toilets.

An interactive map showed locations relative to each other, making planning a trip easy. And we created itineraries to inspire people to explore, taking away the hassle of creating their own route.

Targeted social media ads ensured the messaging reached the right people and the budget was spent effectively. PR included working with local influencers to highlight the lesser-known attractions and walks, and stunning videography and photography brought unknown and hidden areas to life.

The results

A resounding success. Visits to the area from the target audience rose by 5%, restaurant and pub visits increased by 3% and 31% of the local population engaged with the campaign.

A particular success was the increase in visits ‘just to get outside’, as people discovered the area that was on their doorstep.

The client’s feedback said it all “.Great results for the campaign. We can definitely class it as a success. Thank you once again.”