When the UK’s top beach resort asked us to deliver the digital arm of their 2018 destination campaign, we were delighted to extend an enthusiasm for our coastline to the north west.
With Blackpool Council, Merlin Entertainments, Pleasure Beach and Blackpool’s many other attractions having invested in the project, the pressure was on to ensure that everyone benefited from a successful campaign.
We rose to the challenge of delivering a high class digital strategy to drive consideration and visitation from families and couples spanning the midlands to the highlands. The multi-agency effort, alongside PR and an updated TV campaign, was tasked with presenting Blackpool as a hub of rich heritage and contemporary attractions, reflecting it’s ongoing transformation since 2015.
Taking a data driven approach, we analysed previous years’ performance reports and composed an informed multi-channel plan to meet the campaign objectives. Search, social, display and video advertising were the media mix of choice to promote Blackpool to a targeted audience through tailored demographics, geo-targeting and varied creative approaches.
Encapsulating the many attractions and events was tackled with a targeted approach; tailoring key elements to the core audiences coupled with destination photography that makes Blackpool instantly recognisable. Routine updates from the pro-active team meant that no event went overlooked and key attractions were maximised. The result was a 55% increase in engagement from the Facebook ads showing improved campaign impact.
Monthly expectations for visits and bookings are being achieved and exceeded and the ongoing campaign is being considered a success by key stakeholders.