Big Sussex Weekend

Project: Your Big Sussex Weekend – Sussex
Client: Sussex Tourism Partnership

Background

Your Big Sussex WeekendTwo month campaign to launch and promote ‘Your Big Sussex Weekend’, taking place on Saturday 28 and Sunday 29 April.

Your Big Sussex Weekend, now in its second year, is a two-day event encouraging residents in Sussex to explore over 70 attractions available to them on their doorstep, at special discounted rates for one weekend only.

Objectives

  • Inform Sussex residents of the wonderful range of local attractions on their doorstep
  • Drive traffic to the website where people can find out more and book special offers.

Planning

Worked closely with the Sussex Tourism Partnership to develop a targeted and integrated multi-media public relations campaign reaching a mass market of Sussex residents including young people, families and elderly people etc.

Created ideas on how to achieve local media coverage across the whole of Sussex using a variety of different media including print, radio, TV and online.

Implementation

Activities included:

Writing and selling-in a general news release for the print and broadcast media.

Writing and selling-in 22 localised news releases for each media target concentrating on various attractions in the target area.

Worked with The Argus as a media partner to produce a discount coupon that readers could cut out to take to attractions on the day. The Argus agreed to also support the event with editorial coverage leading up to the event.

Results

  • Achieved print media coverage to the value of £30,950.
  • Radio and TV references gave see/hear opportunities about the event to 1,813,000 Sussex residents based on recorded Rajar broadcast figures.
  • In April, over 3 million people were given opportunity to read about the event via online media coverage.
  • In April, 5,441 unique visitors logged on to www.bigsussex.co.uk  with 131,436 page views. This resulted in over 6,700 vouchers being downloaded for different attractions.
  • Gained a database of over 6,700 people due to voucher downloads for use next year.