Cromer is a favourite holiday destination for many. With miles of sandy beaches, museums, famous food offerings, numerous attractions and wonderful walking along the Norfolk coastal path, it’s a great place to visit, 365 days a year.
Visit Norfolk’s most recent Tourism Business Confidence Monitor (TBCM) highlighted that the vast majority (84%) of Norfolk businesses, accommodation providers and attractions were satisfied with their performance over the summer months and have a positive outlook for the future. The TBCM also revealed 67% of those questioned expect to generate further growth next year (2018).
Despite the positive outlook, Cromer faces significant competition across North Norfolk, when holidaymakers and visitors start to research a destination to explore and activities to enjoy. We were tasked by Cromer Chamber of Trade & Business and Cromer Town Council to achieve two objectives: to position Cromer as a welcoming, desirable holiday destination all year round, and to encourage visitors to stay for more than 24 hours.
Following a successful stakeholder workshop where we identified lots of ideas, frustrations, wisdom of the area and so on, we wanted to create a concept that played to the strengths of Cromer. To attract holidaymakers and visitors to stay and base themselves in Cromer, we focused on educating potential guests that there is so much more to Cromer and the surrounding North Norfolk area than just the sea. We therefore developed the campaign theme; Cromer, it only begins with sea.
This allowed us to play on the well-known attraction of the coast, but also complement it by highlighting all the other things to do in and around the town, with a bit of clever wordplay thrown in.
Social media was the primary focus of the campaign. Mobas took over management of This Is Cromer’s Facebook and Twitter profiles, as well as launching the Instagram account. Content was targeted at, and promoted towards, users who would potentially visit Cromer for a weekend or longer based on various demographics and interests – for example, young families, couples, foodies, walkers, etc. The key message used was that Cromer is an ideal base for visitors to North Norfolk, offering an array of things to do both in Cromer and a central location along the coast.
In addition, press trips were pitched to publications on a national, regional and interest-specific level, for example walking holidays, couples’ holidays, family holidays and places to stay in the winter.
The campaign was hugely successful, reaching a combined audience in excess of 4 million people on social media, and significantly growing follower numbers and engagement across all owned channels. Mobas also facilitated a number of press trips for traditional print and online publications, each aimed at promoting Cromer as the ideal base for a Norfolk holiday.
Whilst official tourist data is not currently available for the campaign duration, the stakeholders at Cromer Town Council have shared their gratitude and are exploring working with us in the very near future, so watch this space.