Turning locals into passionate place ambassadors.
The Big Weekend is one of our most loved and effective campaigns—designed to unlock the full power of the Visiting Friends and Relatives (VFR) market. This exciting and engaging concept allows visitor attractions to provide free tickets to local residents enabling them to enjoy great days out in their local area. Affordable, low-risk, and ready to roll out, it’s a proven way to re-engage local communities, drive new footfall, and create lasting buzz for your destination.
Born in Kent ahead of the 2012 Olympic Games, the campaign responded to a clear insight: while over half of Kent’s visitors came to see friends and family, the hosts themselves often didn’t know what their destination had to offer. As a result, visitors kept returning to the same well-worn spots. We saw an opportunity—to inspire locals, so they could better inspire their guests.
The result? A unique campaign where residents apply via ballot to win free tickets donated by local attractions. It’s a win-win: attractions get exposure to new audiences and communities rediscover what’s on their doorstep.
Why it works:
- Activates the VFR market - by giving residents a reason to explore and recommend.
- Showcases hidden gems - broadening perceptions of what’s available in your destination.
- Strengthens community ties - making tourism feel relevant, exciting, and inclusive.
- Drives repeat visits - through unforgettable, first-hand experiences.
- Delivers high-levels of opt-in data which is invaluable for businesses
- Extends the season - injecting energy into quieter months with a ready-made campaign.
Since its launch in Kent in 2006, The Big Weekend has expanded to destinations across the UK including Hertfordshire, Essex, Jersey and East Sussex—bringing with it media coverage, visitor engagement, and secondary spend far beyond the event itself.
The impact:
- Major regional media coverage and social buzz
- Secondary spend and off-season uplift
- Stronger resident advocacy for tourism
- Increased brand visibility for both destinations and attractions
- Long-term engagement with businesses and local communities
- Demonstrates the social value of tourism – bringing communities together, increasing access to cultural experiences, and enhancing local pride and wellbeing
- Support environmental sustainability when paired with green travel and public transport partnerships
Tourism operators regularly report increased awareness and footfall following the campaign. For attractions, it’s a chance to say “thank you” to their community—and for DMOs, it builds political goodwill and stakeholder support by spotlighting tourism’s wider value.
“The Big Weekend has helped to raise awareness of Visit Essex as a leading destination management organisation…offering us a way to connect directly with our businesses, as well as the general public.”
Carol Jolly, Marketing & PR Manager, Visit Essex
Work with us
We offer a full-service Big Weekend package including: a branded website, CMS training and support, a full communication toolkit, and expert advice on how to secure partner buy-in. We'll help you tailor the campaign to your place, and make sure it delivers maximum impact.
Ready to run your own Big Weekend? Let’s talk →
