Tourism campaign pays off for Nottinghamshire
Nottinghamshire celebrates significant returns on campaign to boost visitor economy.
A three-year national marketing campaign to attract visitors to Nottingham & Nottinghamshire has proved almost ten times more effective than expected, generating £69.9 million in extra tourism spending and creating 1,293 jobs.
The campaign was part of a VisitEngland-led project funded by the Government’s Regional Growth Fund (RGF) and titled ‘Growing Tourism Locally’. The project aimed to inspire UK residents to holiday at home, and to create more jobs in the sector nationally, and for Nottinghamshire was delivered by Experience Nottinghamshire, part of Marketing Nottingham & Nottinghamshire.
Research by VisitEngland reveals that Experience Nottinghamshire has exceeded its campaign targets almost tenfold, based on the original three-year campaign targets of a £7.3 million increase in visitor spending (achieving a total of £69.9 million) and the creation of 136 jobs (achieving a total of 1,293 full time equivalent jobs).
Nottinghamshire was one of the top performing destinations nationally, and was one of 14 English destinations to benefit from a £19.8 million pot of money, part of a total investment of £41.6 million, including contributions from VisitEngland and the private sector.
The Experience Nottinghamshire campaign used a variety of treatments under the theme ‘In Notts We Love’, highlighting a range of inspiring experiences and events available in the city and county – from underground caves to major beer festivals, The Investec Ashes series, the Aegon Open Nottingham tennis tournaments, cycling holidays and music events such as Splendour Festival.
Advertising appeared on billboards on the underground in London and train stations across the country, in national newspapers and magazines, on radio and across digital display on popular websites. The campaign was designed to raise awareness of the breadth of tourism experiences available in Nottingham and Nottinghamshire, and to inspire people to book a short break to the region.
Paul Southby, Chair of Marketing Nottingham & Nottinghamshire, said: “These amazing results show the impact we can achieve when working in partnership with VisitEngland and our local tourism partners. The funding we received was provided specifically for national marketing activity, and our marketing strategy has proved extremely valuable, providing a huge boost for the local visitor economy. This campaign has been a great success, and has provided a lasting legacy for tourism in Nottinghamshire.”
Sarah Thursfield, Head of Marketing at Experience Nottinghamshire, said: “In Notts we love to inspire people to visit, and it’s really rewarding to receive the reports from VisitEngland which show the impact of the marketing activity we’ve undertaken over the past three years. It’s been a great opportunity for the destination to have advertising budgets to really shout about the fantastic experiences and events here, and even though the funding has now come to an end, we’re continuing to use the same campaign style across all our marketing communications.”
Lady Cobham CBE, Chairman of VisitEngland’s Advisory Board, added: “It’s fantastic to see the results of the ‘Growing Tourism Locally’ campaign’, which was aimed at driving growth by encouraging Brits to book a short break at home in one of the many wonderful destinations on offer across England. It’s a brilliant result, promoting our beautiful country as a world-class holiday destination.”
Partners who worked with Experience Nottinghamshire on the three-year campaign included Trent Bridge, Raleigh, CAMRA, Youth Dance England, Dance4, the Lawn Tennis Association, Arts Council England, DHP, the Forestry Commission and a number of other local tourism businesses and stakeholders.
A selection of the campaign artwork used throughout the campaign is available for download here.
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Erin Huckle, PR Manager, Experience Nottinghamshire, firstname.lastname@example.org / 0115 962 8304 / 07411 355 293