Destination marketing

When we launched Visit Suffolk’s new site at the start of 2014, eConsultancy dubbed it ‘glorious’ and continued: ‘It’s genuinely difficult not to be charmed by this site. Offering an experience that is not unlike exploring any attractive UK destination – in my experience I’ve certainly not found a tourism website quite so captivating.”

Our work for destinations ranges from individual hotels, restaurants and attractions right up to counties and countries. We have travelled the world to make our recommendations to Prime Ministers – but equally, being in Southwold, work hard on behalf of our direct neighbours.

We know the routes that allow tourism providers and organisations to get straight to target audiences, entice them to visit, and, when they’ve arrived, to spend more and stay longer. Websites and social media are only third in line to personal experience and recommendation of a place, and so we work hard to make digital work for our clients.

Did you know, for example, that 65% of email is now read first on a mobile device, and that 90% of people use their mobile device on holiday? And did you know that the main use of digital on holiday is mapping (the second is weather)? So if you provide people with great responsive mapping websites and apps on devices with GPS, add social media feeds to give them up to date offers, sharing opportunities and real-time event information, you’ve got success on your hands.

VisitEngland is focusing on the use of digital to inspire holiday makers, describing on line tourism information as needing to be ‘3D’. A combination of offer based email marketing, apps with push functions, and robust ongoing content strategies with real depth of information is needed. That’s what Spring creates – added to which our PR team, media partners and event organisers can bring a place to life anywhere, even thousands of miles away.

This is important – it’s about jobs. (On average, there’s a 65% employment fluctuation between high season and low). It’s about the cultural identity of a place. It’s not about reinventing the wheel: what we do is create a smooth journey for destinations on and off line, meeting people on their home turf and guiding them once they arrive.