Visit Essex – Food and Drink Campaign

How PLMR Genesis helped Visit Essex promote Essex as a foodie destination


Visit Essex - Food and Drink Campaign

Services provided

The Situation

Visit Essex is the official tourism board for the Essex region. From afternoon tea and glamping to wildlife parks and zoos, Visit Essex promotes the huge array of activities, events, hotels, restaurants, shopping destinations, attractions and more to residents and beyond.​

The Visit Essex team approached PLMR Genesis for a digital advertising campaign that would promote Essex as a foodie destination for visitors. The aim was to inspire residents to discover what’s on their doorstep, focusing on a range of different eateries serving local produce, town and village markets, farm shops and farmers markets but also vineyards, micro-breweries and distilleries producing excellent products and visitor experiences. The campaign aimed to shine a light on the Essex coastline and the successful seafood restaurants there. This in turn supports local tourism businesses/Visit Essex members.

What we did

PLMR Genesis implemented an omnichannel digital campaign through Meta (Facebook, Instagram, Audience Network, and Messenger) and Google Display advertising. The strategy incorporated five tailored sub-campaigns; Coastal, Drink, Dining, Education and Local Produce with each sub-campaign having detailed interest-based targeting associated with it to tap into the ‘food tourism’ market. The sub-campaigns were also refined further with each sub-campaign promoting three variations of ad creatives and copy; a carousel format, a gif and a still image. The campaign was split across two phases and tailored ad copy and creatives were created to centre around seasonal trends.

The Result

An omnichannel approach utilising Meta (Facebook and Instagram) and Google Display advertising allowed us to direct Essex residents and N/NE/NW London residents to the Food and Drink section of the site, where new videography was hosted, and to discover the food experience on offer in the region. Throughout phases one and two, the campaign on Google Display and Meta generated 3,296,897 impressions and 30,499 link clicks to the Food and Drink area of the website. The campaign also delivered 48,326 post engagements on Meta.

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