Visit Essex – Locals Campaign (Phase 1 – 4)

How PLMR Genesis helped Visit Essex re-engage residents with attractions and businesses after the nationwide lockdowns


Visit Essex - Locals Campaign (Phase 1 - 4)

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.​

Following the social isolation of the nationwide lockdowns, the Visit Essex team wanted to re-engage residents with the vibrant attractions, sights, and businesses right on their doorstep. The team looked to leverage digital channels to inspire hard-to-reach individuals to rediscover and reengage with the region, and ultimately, spend locally. In turn, the team wanted to promote Visit Essex’s digital offering, encouraging individuals to browse and engage with destination listings on the website, follow the Visit Essex Facebook page, as well as subscribing to the Visit Essex newsletter.

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; Stay, Eat & Drink, See & Do, Inspire, and Explore and was split across three phases (summer, autumn and spring) to tailor messaging and creatives to seasonal trends and consumer interests. Targeting for each sub-campaign was personalised to detailed interests, demographics, and online behaviour. The PLMR Genesis team leveraged emotive and benefit-driven marketing propositions to encourage interest and consideration in Essex. The campaign was divided into seasonal ‘sprints’ to tailor the promotion of attractions and destinations to seasonal interests and motivations.​

The Result

The campaign delivered exceptional results for the Visit Essex team. Across the four phases of the campaign (summer and autumn of 2022 and spring and summer of 2023), PLMR Genesis generated over 6 million impressions and over 68,000 clicks direct to the website, with a significantly effective ROI and cost per click (CPC) of £0.08​. Moreover, PLMR Genesis delivered 1,174 new engaged Facebook page followers.

“The team at PLMR Genesis are very easy to work with, and respond well to meeting our needs as the client, whether that be tweaking reporting formats or adapting ads when unforeseen situations arise. Communication is clear with regular updates provided as agreed and we look forward to continuing our work together.”

Suzanne Reilly, Social Media and Digital Officer – Visit Essex Supplied in January 2023

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.