Visit England is the relatively new name for the English Tourist Board.
Visit England were developing a new profile across the country providing a contemporary image of holidaying in England.
Amvoc began working with Visit England with a piece of market research work initially carried out to determine how best to communicate and therefore market the various attractions throughout the UK.
This work clearly showed that the best way to deliver tangible results marketing to the general public was not above the line advertising, but call to action brochure requests. In fact such research clearly identified that more than 60% of people receiving such brochures booked UK trips.
With some limitations on budget, we determined the most likely consumer demographics. We then devised and organised a range of free entry prize promotions, tied to email or posted brochure requests, which now receive quarterly published mailers. Visit England saw a rise of over half a million requests further to this campaign.”
