Launching a booking tool to the UK market
Case study
England’s Coast is a ground-breaking marketing and booking tool showcasing the whole of England’s spectacular coastline. The website enables holidaymakers to research ideas, build their ideal coastal break into an itinerary, and book each element directly. Holidaymakers can browse 2,000 coastal businesses, including hotels, B&Bs, self-catering properties, activity and attraction operators, transport companies, restaurants, producers, and more.
Challenge
The England’s Coast project is delivered by the National Coastal Tourism Authority, and was established in 2017 with funding from the Government’s Discover England Fund to support inbound tourism from continental Europe to England. In 2020, further funding was provided by the Discover England Fund to launch the project to the UK market.
Travel PR was brought in for a five-month campaign from November 2020-April 2021 to raise awareness of the booking tool and to promote coastal businesses, particularly during the off-peak seasons, making it the go-to tool for inspiration and advice on English coastal travel during the challenging Covid-19 period.
In 2020, further funding was provided by the Discover England Fund to launch the project to the UK market. Travel PR was brought in for a five-month campaign from November 2020-April 2021 to raise awareness of the booking tool and to promote coastal businesses, particularly during the off-peak seasons, making it the go-to tool for inspiration and advice on English coastal travel during the challenging Covid-19 period.
Strategy
We implemented a strategic programme of PR activity for England’s Coast to promote the wide range of out-of-season holiday experiences that are available to a new UK audience.
With a core target market of 30+ couples, eco-conscious travellers, active families and millennial city breakers, we implemented a strategic programme of PR activity to promote the wide range of out-of-season holiday experiences that are available to a new UK audience (who may previously have been more likely to book a foreign break), giving consumers a clear ‘why’ and creating compelling stories to drive behaviour and, in turn, to stimulate increased web traffic and bookings.
We delivered a busy programme of activity including national and regional press releases, direct pitches, short-form content, visual listicle content, consumer magazine competitions and influencer partnerships, as well as scheduling a series of provisional press trips for post-lockdown travel.
Impact
Over the total five-month campaign (November 2020-April 2021), coverage was achieved in print and online across national newspapers including The Guardian, The Sunday Telegraph, The i newspaper, The Sun, The Daily Express, The Daily Mirror and Metro, plus regional titles such as the Birmingham Mail, Nottingham Post, The Newcastle Journal and Bristol Post, alongside consumer magazines such as BBC Country File, BRITAIN, Country Living, and Cotswold Life.
Travel PR brought England’s Coast to the attention of the key UK travel media and to many millions of consumers. The total print AVE of the campaign was a very considerable £898,177.
Travel PR has been responsible for nurturing the Kirker brand with travel journalists for over 25 years. They bring an objective view that adds a priceless dimension to the success of our business and it is a pleasure to work with them.
Kirker Holidays
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