A new social media hub – www.visitwiltshire.co.uk/social has been launched as part of a VisitWiltshire “It’s Time for Wiltshire… Escape the Everyday’ marketing campaign.
VisitWiltshire is using the social hub as a way to gather engaging images and video of Wiltshire via Twitter and Instagram, encouraging people to use #timeforwiltshire and #wiltshirespring. This is being incentivised with a competition to win a Wiltshire short break, staying at Troutbeck Guest House, tickets to Longleat and £100 to spend at McArthurGlen Designer Outlet Swindon.
The marketing campaign targets the UK short-break market, positioning Wiltshire as an ideal destination that is easy to get to for a well-deserved short break. It encompasses Wiltshire’s beautiful gardens, festivals, events, arts and culture, relaxing spas, accommodation, attractions and activities. These are all featured under the product themes of Timeless Wonders, Timeless Pleasures, Timeless Nature and Timeless Places.
Fiona Errington, VisitWiltshire’s Marketing Manager said, “Our campaign objectives are to increase the profile of the county in order to attract more visitors to stay in Wiltshire for longer. With an audience reach of 400,000, we’re aiming for an additional 3,000 submitted images, 18,000 additional content likes from using the hashtags and an additional 600 followers to Instagram. We aim to bring in an additional £700,000 visitor spend to the Wiltshire visitor economy.
“Wiltshire is such a photogenic county with rolling countryside, picturesque towns and villages, ancient woodlands and timeless monuments. By capturing new images taken by visitors and featuring them on this new digital platform, we are looking to inspire more people to come and experience the beauty of Wiltshire.”
Campaign partners include Longleat, as lead sponsor, who are highlighting their new Marvellous Monsters attraction, Bowood Hotel, Spa and Golf Resort, Salisbury Cathedral & Magna Carta, Mompesson House and McArthurGlen Designer Outlet Swindon. It also includes the town of Corsham, Ageas Salisbury International Arts Festival, Fisherton Mill and Salisbury City Guides. In addition, visitors can find out more about accommodation providers, Marshwood Farm, Troutbeck Guest House & Red Lion Freehouse plus a number of Wiltshire Hideaways self-catering properties.
In addition to the social media hub all activity will drive visitors to a campaign landing page www.visitwiltshire.co.uk/timeforwiltshire. There will be a lead generation campaign using an inspirational digital mailer and an email broadcast to 250,000 individuals. Further digital activity includes targeted digital advertising, social media competition and enewsletter to over 95,000 consumer contacts. Additional ‘Wiltshire from the air’ pre-roll footage and blogs will be used.
Whether your ideal break is calming, comforting, refreshing or bursting with high adrenalin excitement, it’s time for Wiltshire