South West tourism campaign ups supplement activity

by Daniel Farey-Jones, Brand Republic 09-Apr-09, 12:20

LONDON - The integrated 'real stories' tourism campaign for South West England is putting a bigger focus on editorial-based messages in its third year.

The campaign is targeted at a range of consumers from young professional couples interested in experience-based short breaks to the 'empty nester' generation seeking a more luxurious holiday.

Integrated agency Space has this year created two supplements, one for the Daily Telegraph and one for food magazine Delicious.

The 16-page Telegraph supplement is themed 'quality on your doorstep' and showcases a wide range of experiences and places in the South West. It promotes a competition to win a two-night stay at the award-winning Marina Villa Hotel in Cornwall and cook with Michelin-starred chef Nathan Outlaw.

The 12-page Delicious supplement is focused on camping. It features real stories from people who have taken camping holidays in the region and gives readers the opportunity to win a five-day campervan rental.

The campaign continues to use static outdoor media focused on major metropolitan areas. It is booked into four and six-sheet posters at railway stations in Birmingham and on four-sheet posters and Tube cards on the London Underground.

Tim Stubbings, marketing manager at South West RDA, said: "The creativity and relevance of the work is as powerful now as day one of the campaign. With the weak pound encouraging more people to consider a break in Britain, this is a great opportunity to remind people why the South West - from the Cotswolds to Cornwall - is the UK's favourite playground, year-round."