VIP

“Visit the places in Kent that inspired them all”


2009 sees Visit Kent’s VIP campaign enter its second year. The campaign targets the both the domestic market and the US market and continues to build on the “Begin your Adventure” work. The campaign celebrates the “very important people” and “very important places” in Kent. 


Year one of the campaign in the US saw the tagline “Step deeper into England’s history” developed and promoted through dedicated travel trade, pr and consumer activity with strong product led themes. On the domestic side the campaign led on a number of key anniversaries, including Ian Fleming and Henry VIII, via consumer and pr activity. 

 

Campaign aims and objectives (US):

  • To raise awareness of great value breaks to South East England
  • To highlight the ease of access from London to the south east
  • To increase the number of visitors to the south east from the US
  • To generate direct business to the south east through key inbound operators in US (and UK-based operators that target the US market)
  • Showcase campaign partners at on-territory events
  • Work with contacts to develop itineraries for inclusion in programmes/brochures/media 

  • Drive traffic to dedicated US website www.visitkent.us

Campaign aims and objectives (UK):

  • Increase the number of domestic visitors staying and spending in Kent
  • Increase the awareness of Kent’s “very important people” and “very important places”
  • Drive traffic to www.visitkent.co.uk and dedicated campaign content
  • Build on the existing consumer database

Key themes

  • Value for money breaks (family and couple orientated)
  • History/heritage/culture
  • Countryside/gardens
  • Famous connections
  • Typical English experiences

2008/09 campaign highlights

  • The Other Boleyn Girl film tourism campaign
  • New US website
  • A number of themed press trips including James Bond and Charles Darwin
  • Updated heritage content on www.visitkent.co.uk
  • New “famous faces” content on www.visitkent.co.uk
  • Continued exposure of Kent product with major US inbound tour operators
  • Sponsorship of UKInbound’s Parliamentary Reception

Download the 2008/09 campaign report