The English Riviera BID Company has a long-term vision to reassert the Riviera as a major UK holiday destination for visitors from the UK and abroad, as it was in the ‘60s and ‘70s.
Our first brief was to come up with a campaign aimed at increasing the number of families visiting the English Riviera for a ‘staycation’ – a family holiday in the UK. The campaign also needed to focus on evoking a sense of pride and positivity in the local community amongst Riviera residents which would, in turn, help to change any existing negative perceptions of the area.
We formulated a 12-month, social media-led campaign – #rivieramoments – which kicked off in May 2019. To spearhead and support the campaign, we created 20 pieces of video and static image content for use across social media and other digital channels.
Video and static graphics were backed up with blog posts, some fresh website copy, and a dedicated ‘Be Inspired’ page on The English Riviera BID’s website.
Our suggestions for frequent social media competitions and giveaways were also approved. Using the hashtag #rivieramoments, the campaign has also created a continual stream of cost-effective, user-generated content – posted by Riviera residents and visitors, which can be reposted by The English Riviera BID.