Overall Strategy

Target Markets

  • UK – London and the Home Counties, short breakers and day visitors
  • Near European markets - France, Belgium, Holland and Germany
  • USA

  • Emerging markets - including China and India (monitor and research)

Core Activity

  • Develop best of breed web site and supporting DMS
  • Coordinate partnership presence at leading travel exhibitions
  • Coordinate PR targeting key domestic and international markets
  • Coordinate print
  • Coordinate e-marketing, database building

  • Partnerships with carriers and travel trade partners for international campaigns
     

Deliver the following marketing campaigns

London Campaign
2008 was the second year of our high profile above-the-line campaign in London.  The campaign targets commuters and visitors to encourage them to take days out/short breaks to Kent by rail.  The campaign is run in partnership with Southeastern and Kent County Council.

VIP – Heritage campaign
Our VIP campaign focuses on the wealth of Kent's heritage and the famous characters that have been inspired by the county and is targetted at both the domestic and US markets. The 2008 campaign included The Other Boleyn Girl movie campaign. 

European campaign
Our European campaign targets our closest European markets France, Holland, Belgium and Germany.  The markets are approached via consumer marketing, PR and travel trade activity.

Inspire
2008 was the third year of our highly successful campaign with Medway and Canterbury City Council promoting history, heritage and our beautiful cathedral cities of Rochester and Canterbury.

Love Kent Live
Our seasonal campaign to highlight everything that’s great about Kent events.

Golf
A new campaign for 2008 which aims to develop and promote our fantastic golf product in the run up to the British Open at Sandwich in 2011.

Kent on a plate
Campaign designed to tempt the taste buds of potential visitors working with ‘Produced in Kent’ and our food partners to encourage people to try new and different places to eat, drink and purchase their food locally.

Kent gets wet
New campaign with a very niche audience aimed at active water sports in the East Kent coastal areas.

Kent’s Culture coast
New campaign working with Kent’s arts development team to highlight cultural activities taking place across the region.

Cruise Connections
Co-ordinate the Cruise Connections partnership maximising use of the Dover Cruise Terminal and encouraging pre and post cruise excursions in Kent.