Experience West Sussex

Supporting the growth of the West Sussex tourism economy

Introduction

The Experience West Sussex Partnership is the central voice for tourism in the region. Working in collaboration with its partners West Sussex County Council, Adur District Council, Arun District Council, Chichester District Council, Crawley Borough Council, Horsham District Council, Mid Sussex District Council, Worthing Borough Council and the Coastal West Sussex Partnership, to deliver collective value through industry intelligence, leadership, information, inspiration and collaboration for the benefit of the West Sussex visitor economy.

The partnership provides business support and creative marketing campaigns to attract visitors to the area and EWS works with stakeholders including the Local Enterprise Partnership, SDNPA, Sussex Chamber of Commerce, Gatwick Airport, Govia Thameslink Railway and neighbouring destination management organisations to maximise results.

Client

Experience West Sussex

Industry

Public sector

Website

www.experiencewestsussex.com

Project Details

Integrated marketing campaigns that generate £2.4 million in visitor expenditure*

We started working with EWS in 2018 tasked with an objective to increase visits to West Sussex, especially in low seasons and highlight all that the region has to offer. Prior to our work, the EWS brand was disjointed and lacked a coherent look and feel. We knew the key to success was through an integrated marketing strategy and in order to achieve that we needed to deliver a contemporary, inspirational brand that would stand the test of time and work across print and digital to deliver increased brand awareness and visibility.

We created a recognisable brand, with core colours and elements that allowed us to develop and grow the branding. For example, over the last five years, our iconography has grown to include activities, locations, and events making the website identifiable, while retaining our core brand objectives. Elements like the map have also been developed for particular thematic campaigns allowing us to showcase the area in an inspiring way, while still keeping the EWS brand front and centre.

*Economic Impact Assessment, ‘based on the findings of the evaluation, the campaign generated £2,147,000 in resident and visitor trip expenditure from trips made so far, and £247,000 from those due to be taken in December 2018. 

Deliverables

  • Brand Design
  • Website Design & Development
  • Print Design
  • PR & Content
  • Paid & Organic Social Media
  • PPC
  • SEO / WO

4.5 million organic impressions through Facebook, Twitter and Instagram

Our organic social media strategies have generated 4.5 million impressions, equating to 173,134 engagements from real people.

Through off-site content generation, content curation, engaging captions and expertise in tactical strategy we’ve grown all the EWS social channels while collaborating with the larger marketing team. We ensure a joined-up approach to campaigns that position West Sussex as THE perfect destination for multiple demographics.

Shining the light on West Sussex businesses

Working directly with businesses across West Sussex, we have supported business promotion, in collaboration with our EWS marketing campaigns. We have made it our mission to get to know all the businesses across the region that are supported by the tourism economy. As well as showcasing events, offers, places to go and things to do, we also deliver core business support through a business focused newsletter. This includes national data and trends, advice and support, resources and details of upcoming campaigns.

Promoting over 500 businesses through EWS

In addition to the business database, the PR team has supported with integrated digital marketing campaigns by assisting with competition partnerships, organising and supporting influencer press trips, daily business communications for events, special offers and updates, industry support, business newsletters and more.

 

We have successfully inspired and attracted new audiences to the county and to date, we now have 536 businesses on the site which we look to grow even further with our continued work with Experience West Sussex.

Expanding awareness with Meta Ads

We have been running Meta ads for Experience Sussex for over two years. Targeting a range of demographics across the South-East and the rest of England, our campaigns have been hugely successful in increasing awareness of Experience West Sussex and the hundreds of businesses they partner with.

To date our adverts have generated over 13.5 million impressions, 179,000 clicks, 5,366 email subscribers and 3,251 competition entries.

Utilising bright, engaging imagery and video content that shows off local businesses and attractions has been the key to the success of these campaigns as well as utilising a strong mix of traffic and conversion campaigns to exceed our targets.

Related paid media work

View all work

Contact the team to find out more