Visit Essex – Secret Essex

How PLMR Genesis helped Visit Essex showcase the hidden gems of Essex


Visit Essex - Secret Essex

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.​

#SecretEssex is an Instagram-only campaign that consists of organic posts uncovering the hidden gems of the county. The main aim of the paid advertising campaign was to encourage millennials living in London to follow the Visit Essex Instagram account to stay up-to-date on the Secret Essex posts, as well as read the blog post series for further information on the products the campaign was promoting.

What we did

The Instagram-only paid advertising campaign took a phased approach, focusing on seasonal trends and consumer habits across winter, spring and summer. During the first phase, the campaign delivered a teaser picture-led video as the launch of the #SecretEssex content, encouraging people to follow the Visit Essex Instagram account. During each phase, the ads featured three seasonally themed videos which encouraged users to follow Visit Essex on Instagram, as well as still-image ads promoting each of the blog posts that were published on the Visit Essex website every fortnight. As part of the focus to gain more Instagram followers and change the perception of Essex as a place to visit from London, phases one and two also held a competition with various prizes including overnight stays and day experiences with a number of Visit Essex’s members.

The Result

The Instagram-only Secret Essex campaign has generated over 2.5 million impressions, a reach of over 500,000, with more than 17,000 link clicks, and 3,019 new Instagram followers with a cost per click of £0.49 and a click-through rate of 0.72%. Throughout the duration, the campaign has generated a total of 152,210 post engagements. Across all the ads, there have been 5,518 post reactions, 161 post comments, 215 post saves, and 18,754 users watching the whole video when shown the social follow reels.

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