The challenge

  • Create year-round noise about the Suffolk Coast as a destination
  • Drive visitors to the Suffolk Coast website
  • Increase the number of short break visitors

Solution

  • Spring and autumn campaigns focused on highlighting the beautiful natural landscape of the area and off-the-beaten-track locations, as well as old favourites Southwold and Aldeburgh
  • Core PR activity centred on securing national coverage through press and influencer trips, as well as offer-based slots and boxes
  • Paid digital activity included a Facebook competition to give away free short breaks, while AdWords focused on reasons to visit the area during the shoulder months
  • Development of fully responsive website and bespoke CMS, with template pages, integrated accommodation and events listing tool, search facility, listings database and interactive map
  • Partnership with Greater Anglia, including station poster and email campaign

Quote

“With extremely tight deadlines and a modest budget, SRL managed to get our beautiful website up and running and delivered on all campaign KPIs – all aspects of this project were skilfully managed, delivering excellent results and return on investment, which was key as The Suffolk Coast DMO is a publicly-funded organisation.” Annie Willey, Brand Manager

Results:

  • 30 pieces of national PR coverage including The Sunday Times ‘Great British Breaks’, The Independent, BBC One, Coast Magazine, BBC Gardeners World, Woman & Home
  • 40% Increase in web visitors YOY
  • 10,824 Facebook clicks
  • 15% plus conversion rate from AdWords clicks
  • 3m weekly reach at stations between London and East Anglia
  • 16% open rate from 4 seasonal e-shots to 500k plus database
%

Increase in web visitors YOY

Pieces of positive PR coverage