Challenge
Communiqué 360’s task was to raise awareness of Kent as a destination, and of the ease of getting there from Central London by rail, specifically via Southeastern’s train services. All partners’ business objectives were considered, and specific commercial requirements incorporated. Targeting non-rail users, with the aim boosting customer acquisition, the campaign was to be primarily off-station.
Solution
Communiqué 360 created a balanced campaign that combined impact, frequency, visibility and longevity – delivering the biggest ‘bang for their buck’ possible. The approach was highly focussed, with channel selection, timing and appropriateness all carefully deliberated.
Results
Thanks to this campaign, Kent as a destination has been positioned as ‘the capital’s countryside’. The uplift in hits to the VisitKent website has exceeded KPIs, while the section on travel to Kent on the Southeastern website has seen significant numbers of first-time visitors.
