Marketing campaign pulls in the visitors

Alnwick Garden
Alnwick Garden

A marketing campaign for Northumberland is estimated to have already boosted the Northumberland tourism industry by £400,000, with a further £1.49million of potential spend to come.

The initiative, entitled It’s In Our Nature, was launched by Northumberland Tourism and ran throughout the spring and summer of this year.

Research into the impact of the marketing campaign, which featured The Alnwick Garden as the main sponsor, shows that the people who visited after seeing the campaign spent an average of 4.8 nights and £643.39 in the county.

Sixty-nine per cent of respondents plan to visit, but have not yet, and 45 per cent of those who visited said the campaign ‘definitely or probably’ turned the probability of their visit into a certainty.

Extrapolating these figures means that there is still another £1.49million of potential visitor spend to come, as a result of the campaign.

Campaign activity included digital advertising, out-of-home digital display screens, features in the Sunday Telegraph, Guardian Travel and the Herald in Scotland, all of which pointed to a microsite on visitnorthumberland.com

The microsite, created for the campaign, featured specially-created content and was supported by PR activity, social media using #ItsInOurNature and a series of 10 blogs.

Jude Leitch, director of Northumberland Tourism, said: “It is an encouraging insight into the year-on-year development of Northumberland as a valuable tourism destination. The figures are part of an overall positive trend showing that the visitors we are attracting are staying longer and spending more than in the past.

“These increases support significant numbers of jobs, as the tourism industry in Northumberland is our second-biggest employer.”