Visit Suffolk

Planning
Suffolk is a county where you can drink in big skies and sparkling seas, pick fruit with your own hand, feel the soft bounce of grass underfoot or have a meal that’s been traditionally produced and prepared by local farmers and chefs. A visit to Suffolk gives you time to do the things that will count in the ‘rocking chair’ test of life: experiences to look back on and think ‘I’m glad I did that.’

We proposed ‘come to your senses’ as the overarching creative thought for a campaign to promote the county of Suffolk over several years. It tested so well, that for the first year it stood alone as the primary creative execution - with a focus on pushing ‘real’, ‘fun’ and ‘indulgent’ messages.

Creative
The campaign grew over three years to allow more direct emotional resonance. Stunning imagery, created by Visit Britain working with Choose Suffolk and with input from Spring, showcased Suffolk’s most attractive tourism products, allowing Visit Suffolk to build a portfolio of marketing brands.

Application
The campaign offered a complete mix of print – including London Underground and national titles – plus distribution of over 50,000 brochures, search, ppc and online advertising with PR. In combination this integrated campaign ensured that the whole of the UK saw Suffolk at its very best.

In its first year Come To Your Senses brought in incremental revenue of £1.75million to the Suffolk economy (with a return-on-investment of 17:1) and received an excellent response from the county's tourism top dogs when it was unveiled at the Suffolk Tourism Partnership's conference.

In fact, Spring’s work with Visit Suffolk grew to encompass Great Days Out, Suffolk’s Big Weekend. Threads, crowd-sourcing site MySuffolk and tourism brand Festivals Suffolk – offering strategic advice, branding, design, digital marketing and print production.