NEW ERBID Marketing Campaign Launches

Monday 17^th February saw the launch of a major new destination marketing campaign aimed at attracting families to holiday in the English Riviera.

Following the appointment of Exeter-based marketing agency, Chalk & Ward, The ERBID Company has developed a multi-channel advertising campaign – ‘escape your everyday’. 

The campaign is aimed specifically at low to medium-income families with young children who are looking for fun, and living in the Midlands, specifically Birmingham, Wolverhampton, and Coventry. 

Chalk & Ward’s thinking behind the campaign is that these families do not go on multiple holidays, so their holiday needs to be special. They have created a campaign that is fun and engaging and speaks directly to the audience. The concept plays on the juxtaposition between people’s everyday lives and their holiday in the English Riviera. Whilst also showing the wealth of things to do and see in the area, it also highlights the stark difference by relating everyday chores and the monotony of everyday life with the fun and excitement of an English Riviera holiday.

The campaign will comprise:

• TV advertising (live and on demand) on Sky AdSmart, ITVx and various other digital channels via ‘connected TV’
• Digital out of home (video and static ads) in the central Birmingham area in shopping malls, transit hubs and bus shelters
• Paid for digital advertising on Meta, Google, and Trip Advisor – display and video
• Organic social media
• Influencer marketing
• PR 

The campaign will run from Monday 17^th February until the end of June with the digital out of home running from 17^th – 24^th February and 14^th – 21^st April. 

There are various creative elements to the campaign:

• 3 x 30 seconds adverts – using digital TV we can deliver different versions of the advert, so we can really promote all there is to do and see in the area
• A longer video 
• Digital adverts of varying lengths – both display and video – for use online or on digital out of home sites

Those of us located in the English Riviera are not the target audience (which is the Midlands), so we shouldn’t see the campaign on our own TVs or media channels.  But you won’t miss out as you can view the adverts below:

• Full length video
• TV advert A
• TV advert B
• TV advert C

The ERBID Company is currently working on a marketing tool kit for all BID Levy Payers which will allow you to use the creative assets of the campaign in your own marketing. Please do look out for an email soon which will give you all the details of how you can obtain these assets. 

This new Marketing Recovery campaign is being part-funded by South West Water following lost bookings across Devon as a result of the cryptosporidium outbreak in Brixham last May.