VIP

2009 saw Visit Kent’s VIP campaign enter its second year.  The campaign targets both the domestic market and the US market and will continue to build on the “Begin Your Adventure” work.  The campaign celebrates the “Very Important People” and “Very Important Places” in Kent.The campaign is heavily based around Kent’s heritage and famous icons, and as these themes are also popular with domestic press and travel trade, the campaign has also incorporated a strong domestic element.  Some of the key themes for the 2009/10 campaign were Sherlock Holmes and King Henry II.

Campaign Aims and Objectives

USA:
Increase the number of US visitors staying and spending in Kent
• 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/brochure/media
• Drive traffic to dedicated US website www.visitkent.us

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
• Develop relationships with key domestic trade accounts
• Work with contacts to develop itineraries for inclusion in programmes/brochures/media
• Build on existing consumer database

Campaign Consumer Activity


• Dedicated US website
• Heritage content on www.visitkent.co.uk
• E newslwtters (UK and US)
• Tour operators product featured on consumer pages
• Cinque Ports Campaign
• Opening of the Great Tower at Dover Castle


Key Results
• US visitors to websites:                                                          210,526
• UK visitors to Heritage content on www.visitkent.co.uk      38,874
• Number of Kent tours featured with operators:                            90

Visit Kent was awarded Destination Marketing Organisation by UKinbound members.