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Visit Essex appointed us to increase awareness of Essex’s lesser-known attributes and brand values, including its diverse natural landscapes and extensive culture and heritage to deliver a contrasting and balanced image and attract positive tourism to the county.
The county of Essex has a fantastic destination in its coastline, the longest and easily the most diverse of any county in England. We suggested this vast landscape should be given its own identity and so we created a campaign – Discovery Coast. This was designed to;
o Promote the unique and varied nature of Essex’s coastline
o Expand awareness and knowledge of the coastline both nationally and locally
o Excite and engage Essex residents and local businesses to encourage a greater sense of pride for their county
o Engage the local and wider national media, balance existing negative perceptions and instead show them the ‘other’ way in Essex
o Drive longer visits to the county and encourage repeats
o Create partner opportunities and drive further membership for Visit Essex
To launch Discovery Coast, we commissioned a campaign video that was consistently the second most viewed destination video on the VisitBritain website. We also adapted the Visit Essex branding to support the campaign. Supporting PR activities have included a coast-long art exhibition, extensive press trips and feature generation, as well as member, stakeholder and local population engagement.
• We delivered coverage in key national and local UK media including, The Guardian, The Sun, The Evening Standard and Metro.
• In the first month of the campaign going live we secured over 50 pieces of coverage
• The campaign led to widespread county adoption of Discovery Coast by members, stakeholders and the local population.
