Visit Kent Magazine 2010
In 2009, Visit Kent Magazine was launched in conjunction with KOS Media. The annual glossy magazine contains all of the traditional elements of a visitor guide but in addition to a printed version, and thanks to some great new technology supplied by Kos Media, the traditional guide was also transformed into an electronic magazine. This is being distributed seasonally, providing visitors with content relevant to the time of year they will be visiting the county.
The electronic magazine enables a far wider distribution of information on the magnificent things Kent has to offer. The e-magazine also has the added advantage of embedding links, taking visitors directly to relevant websites and moving footage to help bring the product to life. The content links directly through www.visitkent.co.uk and gives the visitor direct access to bookable product.
Campaign Aims and Objectives
Aims:
• To position Kent as a must-see destination
• To showcase what Kent has to offer (with particular spotlight on Visit Kent Investors)
Objectives:
• To generate short breaks to Kent
• To generate traffic to the Visit Kent website
• To generate traffic to Visit Kent Investor websites
• To increase the consumer database by generating sign up to the e-magazine
• To ensure adequate consumer satisfaction levels of the magazine are achieved
Key Results:
• Number of printed magazines distributed 20,000
• Total views of e-magazine 36,007 (48%increase on 2008)
• Total competition entries 2,615 (170% increase on 2008)
Conversion research was carried out on Visit Kent’s English speaking database at the end of 2009. Based on the results from the survey and by using spend calculations based on the Cambridge Model, Visit Kent Magazine formed a significant proportion of the total spend generated by Visit Kent activities in 2009.
Read the latest edition of the Visit Kent Magazine