Visit Essex – This is Essex

How PLMR Genesis helped Essex County Council challenge perceptions of Essex


Visit Essex - This is 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.​

The Visit Essex team approached PLMR Genesis for a multi-channel digital advertising campaign with the main objective of challenging perceptions of Essex. This also included raising awareness of Essex’s USPs to reach key segments of a pre-defined North-North East London audience. Key objectives within this campaign included encouraging individuals to increase consideration of Essex as a destination of choice to work, visit, live, study, and invest, and drive traffic to the This is Essex social channels and relevant landing pages. These objectives would be met with the aim of driving inspiration and desire in the segmented audiences, driving consideration, and encouraging active engagement.

What we did

The campaign was devised into five different sub-campaigns to meet the objectives and personalise content and messaging to the wants and desires of these audiences. These sub-campaigns consisted of ‘Live’ ‘Work’ ‘Study’ ‘Invest’ and ‘Visit’. Each sub-campaign had individual demographic and interest-based targeting to display the right message at the right time to the right audience. To achieve the desired results and reach a wider audience, PLMR Genesis utilised Meta (Facebook, Instagram, Audience Network, and Messenger) Google Display, YouTube, Twitter, TikTok, and Spotify Audio advertising.

The Result

Over a short duration of four weeks, the This is Essex campaign delivered an exceptional performance. The PLMR Genesis team generated a total of almost 5 million impressions, nearly 72k clicks direct to the website (with a CPC of £0.37), over 2 million video views, and 1,814 social follows across the Visit Essex Facebook and Twitter pages.

“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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