West Sussex Weekends visitor marketing campaign for 2016 has been launched
19 May 2016
The West Sussex Weekends visitor campaign is part of the County Council’s Beautiful Outdoors Bold Idea to help address economic challenges and support businesses and economic growth.
The visitor campaign promotes West Sussex as a short break destination for those living in London and the South East interested in fitness and health, with a focus on walking, cycling and outdoor pursuits. The main target market is visitors aged 25-45 years. The initiative also encourages local residents to enjoy the beautiful outdoors.
Over 100 businesses and partners supported the marketing campaign in 2015, which saw the launch of a new web site www.west-sussex-weekends.com, social platforms, and an extensive digital marketing campaign aimed at the target audience. Branded as Workout Your Weekend – West Sussex, the campaign exceeded expectations on reach, was very well received by featured businesses, and promoted West Sussex to a new audience.
In 2016, the campaign has targets to exceed last year’s performance, including over 100,000 hits to the campaign web site and attracting 5000 social followers. Through a partnership with the Coastal West Sussex Visitor Economy Group, we have new content on the coastal offer and water activities, to complement the existing walking and cycling content. We have included new `inspire me` stories from walkers, cyclists and water sports enthusiasts; features on active outdoor events; example itineraries; great places to sample local food and drink; and some of the accommodation on offer. We have also commissioned an economic impact assessment from Tourism South East, and partnered with Taste West Sussex, which will see copies of the magazine available to featured businesses.