Revel in Rich Revelations


I’m currently working on the 2010 short breaks campaign ‘Heritage Revealed’ which I’m planning will be crammed with multi-media activity, treasure trails, day-in-the-life blogs, press articles and competitions.

There’s a lot of work to do be done before the campaign kicks-off in January and I’ve already been out and about visiting some of Lancashire’s heritage gems (both people and places) with the new addition to the marketing team – our trusty Flip Video camera.  (I was at Towneley Hall on Wednesday)

Over the next two months I’m gathering together interviews, video footage, audio recordings and images from the passionate people who work in, or tour around, some of Lancashire’s heritage attractions. All this valuable information will be used in some capacity within the campaign, whether as on-line video clips, feature articles in the brochure or as PR stories to send out to press.

The main part of the campaign is going to be the two heritage themed treasure trails we are having created for Lancaster City Centre and for the Pennine Lancashire area. We’ll be sending out 30,000 copies of the trails out to the some of our existing database and to new contacts (We are buying a list of 15,000 targeted names) who we hope to entice into Lancashire with competitions, special offers, heritage trails, tasty treats and the promise of a warm Lancashire welcome!

The brochure element of the campaign (it will be a stylish, A5 landscape design) will include a selection of day-in-the-life interviews and inspirational feature articles on places to stay, eat and visit during your visit. We are keeping the print-run fairly low for this (10,000) but will also be creating a digital version so people can read it on-line (and help us reduce waste). This will just be sent out to those people who specifically request a hard copy and made available in tourist information centres across the northwest and Yorkshire from February 2010.

From the campaign website you can expect video clips, interactive maps, blogs, trails, competitions, tweets and probably much more – As you can imagine the marketing team will be very busy over the next few months creating this website and the content required.

Tourism businesses can get involved at different levels – Gold (£595), Silver (£295) and Bronze (£150). Don’t forget that tourist board members also get a 20% discount on these rates.

These packages include varying degrees of advertising, web entries, blog entries, special offers, inclusion in the treasure hunt, press coverage and more…. For a full list of what you get for each package click here>>

Sally Jastrzebski-Lloyd

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