PLMR Genesis implemented several data-driven, creatively-led campaigns across various platforms: 

Tourism Campaigns 

• “Make It Essex”: To overcome outdated perceptions of Essex, we highlighted the counties diverse tourism offerings to inspire overnight stays from visitors across England. Targeting young professionals, families, and empty nesters, we focused on five key themes: food and drink, history and heritage, wellbeing, family activities, and the great outdoors. The campaign took a phased approach with April and May being critical booking months for summer holidays. 

• “This Is Essex”: This brand awareness digital campaign took an omnichannel approach using Meta, Google Display, YouTube, Twitter, TikTok and Spotify to reach as many North and North-East Londoners as possible. The campaign consisted of five sub-campaigns on each platform; Live, Work, Invest, Study, and Visit with both ad messaging and creatives being tailored to not just the sub-campaign theme but also the platform and the target audience. This is Essex aimed to change perceptions of the county and encourage North to North-East Londoners to reconsider relocating, based on lifestyle, family, business, tourism and professional USPs.  

• “Food and Drink”: Promoted Essex as a foodie haven to Essex residents and N/NE/NW Londoners through an omnichannel approach on Meta and Google Display. It highlighted Essex-specific experiences such as coastal seafood and locally sources produce via tailored messaging and creatives including carousels, GIFs, and still images to engage the food tourism audiences. 

• “Secret Essex”: To encourage millennials living in London to follow the Visit Essex Instagram account to discover #SecretEssex, an Instagram-only advertising campaign was launched. Focusing on seasonal trends and consumer habits across winter, spring and summer, 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 increase visitor numbers, we also held a competition with various prizes including overnight stays and day experiences. 

Local Engagement Campaigns 

• “Live Local, Love Local”: The Live Local Love Local campaign aimed to inspire Essex residents to rediscover and take pride in the attractions and experiences available in their own county. By targeting locals, the campaign sought to increase awareness of both well-known and hidden gems in Essex, reminding residents of places they may not have visited recently and encouraging them to explore their doorstep. The campaign leveraged digital platforms, primarily Meta (Facebook and Instagram) and Google Display, to engage local audiences through tailored content and a phased approach. The strategy included seasonal theme highlighting specific activities and attractions relevant to the time of year and targeted messaging designed to resonate with local residents. 

• “Big Weekend”: The Big Weekend campaign aimed to engage Essex residents by offering them the chance to win free tickets to various tourism and hospitality experiences across the county. By showcasing local attractions and businesses, the campaign sought to inspire residents to explore Essex, fostering a deeper connection with their community and its offerings. The core objective was to maximise awareness among local audiences and drive traffic to the Big Weekend website within a focused three-week period.