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 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.”
Examine best way to market UK attractions to general public
Devise best strategy for boosting UK tourism
Invent and organise promotional mechanic to achieve UK growth
We tried and tested various promotional offers and mechanics.
We carefully analysed results and improved the brochure request prize draw incentive, driving a significant increase in the uptake of Visit England brochures.
A superb promotional prize mechanic that saw more than 500,000 brochure requests, which in turn led to more than 350,000 individual bookings within six months.