Interreg Experience - Campaigns and targeted activity 2022

In light of the Covid-19 crisis, the tourism, leisure and hospitality industry is having to re-think how to move forward and rebuild business, demand and revenue. Many organisations, both nationally and locally have been forced to re-examine business operations and products and respond to changing consumer behaviour.

Our campaign/targeted activity throughout the year will aim to: • Promote the experiential product created as part of the EXPERIENCE project. • Support the immediate recovery by driving year-round domestic visits and off-season visits. • Promote the Lonely Planet Best in travel accolade https://www.lonelyplanet.com/best-in-travel/regions. • Provide consumer insights which will inform the development of new product and develop our understanding of the consumer decision making process.

Destination Awareness There is a need to build consumer confidence and drive domestic visits to the county throughout the year by showcasing product that will extend the season for businesses. We know that 57% of domestic visitors choose their destination based on where they can find a specific activity or experience rather than the other way around. In order to compete with destinations around the country, Kent needs to better showcase authentic experiences based around the natural environment and local culture.

Campaign and content delivery Two previous campaigns have been delivered in support of this project over the last year. Informed by other activity we have delivered over the last 2 years, we have devised an approach to campaign delivery that is audience led, flexible and enables us to build upon our strengths and expertise.

Our insights inform us that not everybody takes a trip at the same time and that across the year our audiences are at different points in the decision-making process. We must flex our messaging and targeting to inspire and encourage different visitors at different times. We will not be delivering a single campaign within a fixed timescale. We are proposing to work with an agency that can offer a flexible model. Amplifying our different messages to our different audience segments across the most appropriate channels at the most appropriate times. Our comprehensive programme of content creation will provide a rich target for visitors, this includes editorially rich feature content across the website, video, our Instagram channel, and influencer activity. Our own "always on activity" will establish a foundation from which the contracted agency will then deliver the right content to the right people at the right time.

We are seeking responses from agencies that are able to deliver campaigns and targeted activity across appropriate channels (Paid Social, PPC, Display ad networks, etc..) as required throughout 2022 until March 2023.