Capturing that holiday feeling
In the wake of the pandemic on local businesses, we were tasked with creating a summer tourism campaign for BH Area Hospitality Association and BCP Council that would encourage and retain the staycation visitors to the areas of Bournemouth, Christchurch and Poole.
BCP often gets compared to somewhere else, and often feels like you are abroad, so we developed a suite of creative executions that showcase the area’s great locations, associated with some of the key holiday destinations that it feels like.
We all want that holiday feeling. You know the one. That feeling you’re somewhere else, far away from the daily grind. It’s that feeling as a cold beer hits your lips. That feeling of adrenaline as you abseil down the cliffs of Dancing Ledge. That feeling of being totally pampered at a spa day. We’re all searching for that feeling…and it’s closer than you might expect.
Our campaign connects the area with the feeling of other desirable destinations such as Bondi, LA, Portugal, Spain and more. We’ve partnered beautiful location imagery from local photographers with key statements and location marker tags to encourage people to explore our great coastline.
More than the beach
A full media plan was launched under the largest budget the area has ever invested in promotion; aimed mainly at young families, generation X, and empty nesters. The campaign exists in major ad spaces throughout the midlands and catchment areas within a 2 hour drive, in digital and print at OOH sites as well as full digital and social outlets working in partnership with Fabbrica Media. A full proactive PR media and influencer approach is being handled by Warrior Agency, all coming together to make sure the three towns get great exposure.
Our campaign is a fresh approach to the area and reinforces our idea that you don’t have to rush abroad to find that holiday feeling- so much of what we do away can be done here. The more time spent exploring Bournemouth, Christchurch and Poole provokes more of that nostalgic statement – and we want to own that as our destination story. Because BCP can often feel like somewhere else, but it just happens to feel like home to us.
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