Campaigns

At Go To Places, we believe that building new destinations on a bedrock of exciting yet tested core marketing activity gives us the foundation to grow and the freedom to innovate. For this reason, we have developed a range of tried-and-tested and ready to launch marketing products that can be launched swiftly in any location.

These adaptable and positive campaigns allow different destinations to showcase their unique tourism offer, without the added cost and stress of having to brief an agency from scratch. Each campaign product comes with a thorough performance report, marketing toolkit, optional media plans, PR and creative content support, so you can rest assured of a comprehensive and effective campaign from start to finish.
These products return consistently positive results and will perfectly compliment any bespoke activity you have planned.


CASE STUDIES

Big Weekend

One of Go To Places’ most successful campaigns is its Big Weekend model, which targets the lucrative visiting friends and relatives (VFR) market, and turns local residents into active ambassadors for their home territory.

The campaign sees local attractions donating numerous free tickets to be used over one weekend in the spring (usually during English Tourism Week), with local residents bidding for the tickets in an online ballot.

The Kent Big Weekend celebrated 12 years in 2018, with 130 attractions taking part giving away more than 17,000 pairs of tickets in total. A record 232,000 applications were made for the tickets in the ballot and the website received 1 million page views. Post event surveys have produced universally positive results each year, with the vast majority of respondents saying they would visit more places in Kent as a result of the campaign, and would be proud to show friends and family around their county.

Big Weekend successfully launched in Hertfordshire in 2016. In its third year (2018), the ballot received over 32,000 applications for more than 2,600 tickets from 59 attractions.

Since 2017, Go To Places has also delivered the Essex Big Weekend for the local DMO, and in 2018 more than 97,000 online applications were made for 5,400 tickets offered by the 57 attractions taking part in the campaign.


London Digital & Outdoor

For many attractions and destinations, large scale London-based outdoor and digital media campaigns are beyond their financial reach. This is why Go To Places created an adaptable London marketing campaign to allow multiple tourism businesses to collectively market to millions of people across the capital and beyond.

Launched in 2010, our London campaign allows attractions and destinations within one region to pool resources and buy media that they could not afford on their own. The annual Kent campaign – known as Kent Contemporary – re-positioned the county as the Garden of England for the 21st century, using striking imagery on London outdoor and digital media to inspire more day trips and short breaks in Kent.

Kent Contemporary 2017 featured 9 lead partners and eight images across two transvision screens in London Liverpool Street and London Victoria, and 174 poster sites in London underground and overground stations, achieving 23.5million impressions. It was also supported by digital adverts on Transport For London and TripAdvisor, paid for and organic social media posts, digital competitions and a dedicated campaign webpage.  The campaign generated a total of 29.8million impressions and generated 16,000 clicks to the Visit Kent website. The campaign is estimated to have generated just under 600,000 visits to Kent, with an incremental spend of just under £4million.


2FOR1

Go To Places can offer a tactical 2FOR1 campaign to any destination, which brings local businesses and transport providers together to offer great value days out throughout the year. Currently running in both Kent and Hertfordshire, attractions can offer 2FOR1 deals to visitors arriving by public transport. Working with transport partners such as Southeastern, Govia Thameslink, Arriva, Stagecoach and cross-channel operators, the campaign presents each location as a good value yet exciting destination and encourages the use of more sustainable methods of transport and

The campaign is free for tourism businesses and provides exposure though a dedicated website, 2FOR1 leaflets & posters, inclusion in newsletters and social media promotion. In 2017, the campaign generated over 17,000 voucher downloads for 32 different offers.