Objective / Issue

How to inspire people to spend a short break in the East of England

Think

The East of England offer was not registering with consumers

Necessary to educate on the region and then link in short breaks

Create

By developing an emotional campaign driving consumers to website for inspiration about the region.

Focus on their need to escape the rat race and find some down time

Deliver

High impact, non-traditional tourist board outdoor and press campaign, layered with PR and online

MOVINGMILLIONS

Large increases in traffic to website and database, exceptional response to e-blasts