Press release: 4 Mar 2013
Families, event goers and dog owners are the target of three new marketing campaigns to be rolled out by Visit Cornwall, the official tourist board, in a bid to attract new visitors and raise the profile of Cornwall as a holiday destination.
The campaigns are part of a three-year investment project called ‘Growing Tourism Locally’ which has been funded by £400,000 from the Government’s Regional Growth Fund (RGF) and is led by the national tourist board, VisitEngland. Contributions to the campaign have also been made by the private sector.
Capitalising on Cornwall’s strengths, the thematic campaigns aim to appeal to visitor groups with an existing affinity with Cornwall yet have the potential to grow, and have been devised to encourage year-round visits and boost short breaks.
Launching this week, Kids Love Cornwall is the first of the three new campaigns and sets out to promote visits during school term times by targeting families with pre-school aged children. As well as its own website, http://www.kidslovecornwall.com/, the campaign will be supported by a printed guide which will be available later in the summer and using the emotive strap-line ‘Memories are made in Cornwall’, they cover everything from the best family friendly accommodation to the top ways to entertain children.
Malcolm Bell, Head of Visit Cornwall, the Cornwall Development Company tourism service, comments: “These new thematic campaigns are an exciting addition to our existing activity and offer a double win for Cornwall – not only do they promote product areas in which Cornwall excels but they also target those market segments that have the capacity to grow our year-round visitor economy.
“Tourism businesses can directly benefit too and there are lots of ways that they can be involved as the campaigns develop over the coming year.”
Under the banner of ‘Cornwall Celebrates’ the second campaign will support three events taking place in 2013 which have been recognised as having the power to attract visitors into Cornwall. Activity will commence in May with the Fowey Festival of Words and Music, and will continue throughout the year by supporting the Newlyn Fish Festival and Padstow Christmas Festival.
Autumn sees the launch of the third campaign, Dogs Love Cornwall, which aims to raise awareness of the wide range of experiences available in Cornwall for visitors with four-legged members of the family in tow.
The trio of campaigns will benefit from a variety of marketing activity including Google AdWords, digital video and social media support, as well as targeted media visits, radio advertisements and high profile print advertisements in specialist publications.
Joan Symons, Cornwall Council Portfolio Holder for Tourism, Culture and Leisure, adds: “Cornwall has a loyal visitor base who return year after year but to sustain our tourism industry on a long-term basis it is vital that we attract new visitors. Thanks the Government’s Regional Growth Fund and the support of the private sector, these campaigns will reach audiences that may not have considered visiting Cornwall before.”
For more information and to find out how to get involved visit http://www.visitcornwall.com/industry/kids-love-cornwall-2013.