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The Suffolk Coast

“There's no greater privilege than being at the heart of the Suffolk coast's new drive to attract a year round audience to this fabulous area”


The Suffolk Coast The Suffolk Coast The Suffolk CoastThe Suffolk Coast
  • Branding
  • Strategy/ Planning
  • Graphic Design
  • Client Services
  • Websites
  • Digital marketing
  • Content Creation
  • PR
  • Community Engagement
  • Photography & Video
  • Copywriting
  • Research

Planning
Spring is exceptionally proud of the place it has earned at the heart of Suffolk: with perhaps no better example of this than role we played from 2009 to 2011 as brand guardian for Suffolk tourism in partnership with the Suffolk Development Agency.

We were even more delighted then to be commissioned to continue this work for the area by the Suffolk Coastal District Council together with business leaders from the region – with the challenge being to drive off-season interest in the Suffolk Coast.

We established the off-season audience as intelligent, enquiring and (infuriatingly) not willing to be marketed to. And we identified that whilst Suffolk was able to compete in the summer on messages of ‘Boden-esque’ family and rewarding

  

outdoorsy heritage, it was the winter that gave Suffolk its year-round point of difference: in the winter visitors come to the county for the arts and the elements.

Creative
Our response to these insights was to begin by turning thesuffolkcoast.co.uk into a 21st century encyclopaedia of high quality content - for sharing on a variety of communications channels.

We created a brand that was almost an ‘anti-brand’ with images, commissioned by local artist Clare Curtis, that will change from season to season, together with a tone of voice and brand guidelines. Meanwhile our ‘Seasons' concept was agreed as a means to package events and activities for brand members.

  

Application
It is the continued reviewing and maintenance of progress as part of the Spring marketing programme that is leading to steady success for this campaign. Now that sufficient content is in place, awareness-driving and retention channels, including Facebook and e-crm, are being put in place together with a calendar of incentives, competitions designed to fuel engagement.

The site is going from strength to strength in terms of traffic and the combined digital and PR campaign is already generating interest from the Guardian, the Telegraph, Readers Digest, Prima, Time Inc, Red Magazine and the BBC.

 

The Suffolk Coast

Coastal Encyclopaedia

Spring is constantly updating this fascinating site with up to date and detailed information about the Suffolk Coast.

Visit the site

suffolk coast

Emailers

We also create seasonal emailers for The Suffolk Coast and its member organisations, allowing them to inspire their own databases to visit and explore.