A case study: Visit Sidmouth

Bringing innovation to the seaside

Packed with quiet charm and an abundance of character, Sidmouth – located on Devon’s picturesque Jurassic Coast – is a haven for locals and visitors alike. Holiday makers return year after year, enticed by the temperate climate, friendly atmosphere, and slower pace of life. However, with an aging audience, the town faces a challenge to entice new holiday makers and day trippers, both from nearby towns and further afield.

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The strategy

Maximising assets

Voyage Travel Marketing have teamed up with Visit Sidmouth, helping elevate their social media presence and entice new visitors with social media ads and engaging creative.

Working alongside the Visit Sidmouth team, we identified two key ongoing objectives:

OBJECTIVES

  • Raise awareness of Sidmouth and drive day visitors from local areas

  • Maximise the town’s reach, pushing its fantastic location for staycations

STRATEGY

A striking series of 360-degree images have been produced in collaboration with The Virtual Tour Experts, or use on the Visit Sidmouth Facebook page and website. For the latter, this has been created into an interactive virtual tour of the town.

Videos and events have also been created and supported with advertising funds on Facebook, largely on an engagement objective to help raise brand awareness. These have been targeted to towns in the surrounding area, aiming to drive day visitors, and lookalike audiences in a wider area to push staycations year-round.

 
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The results

Taking Sidmouth to new heights

THE RESULTS

The 360-degree images alone were a huge driver of impressions and engagement during April and May 2019, with two posts reaching 142,466 combined on Facebook. These two posts drove 9,121 engagements, including 847 shares which helped maximise reach.

A video posted in March 2019 saw a reach of 30,267, with over 50% viewing more than three seconds – counted as a full video view in Facebook reporting.

As Visit Sidmouth makes plans for 2020, Voyage Travel Marketing will be offering consultancy to ensure they continue their strong growth and reach the right audience with the right content.

Morgan Wilkinson