Destination Staffordshire will launch a new marketing and PR campaign this month (March), to drive short breaks to the county. The campaign showcases Staffordshire’s adventurous, natural and cultural sides, using its tourism brand Enjoy Staffordshire.
Exeter- based marketing and communications agency RH Partners were appointed in October to co-ordinate the marketing campaign, working with Midlands- based communications agency Seal, who manage the Enjoy Staffordshire PR and social media activity.
New creative concepts featuring the headline ‘StaffordSHEER’ were developed by agency Creative Director Geoff Dodd and a national campaign carrying the same name will be rolled out in March to build on the awareness that already exists for the county as a destination, with a focus on attracting more visitors from London, the Home Counties and the North West over this Spring and Summer.
“The new campaign is targeted at young families, couples and empty nesters, focusing on the ‘attack’ brands in the county which have national significance,” explains Graeme Whitehead, Group Manager, Tourism and Marketing.
Activity will start in London, the Home Counties and the North West, with a high impact poster campaign, supported by a national digital and social media campaign and consumer PR activity. It will look to position the county as a leading short break destination, as well as reinforce the perception of Staffordshire as being packed with great scenery, adventure, heritage and culture, while also enhancing perceptions of the diversity of what is on offer for visitors.
Councillor Mark Winnington, Staffordshire County Council Cabinet Member for economy and infrastructure, added: ‘The latest travel figures show that 24.8 million trips were undertaken in Staffordshire in 2012 – 23.4 million day trips, and approximately 1.4 million overnight visits. The tourism sector plays an integral part in our local economy, accounting for an approximate spend of £1,147 million and supporting in the region of over 27,800 jobs.
“These results demonstrate that Staffordshire has a strong presence in the region and has a key role to play in the UK market. By maximising the positive associations that have been established for the county, this campaign offers greater effectiveness and return on investment.”