Case Study - Kent Big Weekend
Visit Kent launched its first ever Big Weekend campaign in 2006 and the initiative has grown year on year.
In 2019, the campaign has been the most successful to date with a record 138 attractions taking part giving away more than 36,000 tickets. Web page views in April 2019 reached over 1.4 million and there was a 27% increase in applications compared to 2018.
The Go To Places team provide support and advice to Visit Kent to help market the campaign using tactics such as postcards and posters, newsletters, social media, paid promotions, a selfie competition, media and partner engagement. The team also approach attractions to donate tickets and local residents bid for these tickets through a dedicated and branded web platform.
Post event research is conducted which has produced universally positive results each year. The vast majority of respondents now say 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.
Kent Tourism Businesses say..........
“It is a fantastic collaboration and a great opportunity for our business to be backed by Visit Kent as a tourist destination. The results were overwhelming for our first time ever running an event - we had around 1,000 visitors.”
“The Big Weekend attracts further visitors to us who may not have thought of visiting us before. It increases Word of Mouth marketing about the attraction and works with other attractions to highlight the fantastic days out that can be had on people's doorsteps.”
Find out how your destination can run The Big Weekend campaign