The history of Eastbourne is rooted in tourism. Centred around its Victorian seafront, the town features some of the most iconic coastal locations in Britain, including 4 unspoiled miles of shingle beach culminating in Beachy Head and featuring its world-famous pier.
With such a strong and vibrant visitor heritage, one of Visit Eastbourne’s core marketing objectives is to ensure that perception of the town and area keeps pace with the expectations of its target audience, especially in off peak times. For that reason, Digital Visitor was brought in to add a digital dimension to Eastbourne’s historically traditional marketing approach.
“With a move towards social media as a marketing channel, our aim for the campaign was a positive shift in the perception of Eastbourne as a UK destination. Naturally, our ambition is for this fantastic seaside resort to be the top choice in the UK short break market. Digital Visitor stood out to us through their experience of working closely with a range of destinations. And we have been very pleased with the results of our social media campaigns so far, and how they’ve driven engagement with our target market. Here’s to our spring campaign launching very soon.”
You may think of Eastbourne as a traditional British seaside resort. But there’s far more to it than that, with culinary flair, stunning geography and cultural heritage in plentiful supply. To bring these relatively unexplored treasures to life, we launched a campaign centred around an informative video series presented by celebrity favourite Michaela Strachan.
To maximise the impact of the video series, our teams developed and implemented two interactive and incentivised Facebook campaigns. In order to enter these competitions, users had to watch the relevant clip and answer a question relating to it. Such an approach not only ensured education around what Eastbourne has to offer, but enabled us to capture the preferences and contact details of potential customers.
To be truly successful, every campaign mechanic requires a promotional strategy. For Visit Eastbourne this happened in two ways. Firstly, we ran a strategic advertising campaign across Facebook, Twitter, Instagram and YouTube. This campaign, which made use of a number of native formats was focused on driving video views and website clicks from those who we knew would be interested in travel to Eastbourne.
Secondly, within our social media activity we integrated an end-to-end influencer campaign. This in itself prompted three differing approaches – giveaways, blogger trips and event experiences – enabling us to tell the full story of Eastbourne through voices most trusted by the target audience.
Our 2016 social media marketing campaign for Visit Eastbourne surpassed even our expectations, providing a foundation for its growth as a destination as we continue to work together into 2017.
Our teams delivered:
400,000 views of Michaela Strachan’s video series
16,000 targeted website visits to drive off-peak bookings
6,500 opt-in email addresses
1,400,000 campaign impressions