Discover Rutland Case Study
Client
Discover Rutland Case Study
Service
PPC & Paid Social
Start Date
1 Jan 2016
Timeline
Ongoing
About Project
Discover Rutland, the official tourism body for England’s smallest county, has long been dedicated to promoting the area's unique charm and attractions. To enhance its digital presence and attract a broader audience, Discover Rutland partnered with Nimble Media. This collaboration focused on revitalising their online strategy through website enhancements, engaging email marketing, targeted paid advertising, and dynamic social media campaigns. The most notable success has been the implementation of prize-led paid advertising campaigns, which have significantly expanded their reach and engagement.
Challenge
Despite Rutland's rich offerings, from picturesque landscapes to vibrant local events. Discover Rutland faced challenges in reaching potential visitors beyond the immediate region. Their existing digital platforms were underutilised, and there was a need for a more cohesive strategy to engage both new and returning visitors. Additionally, building a substantial and responsive email database was essential for ongoing marketing efforts and fostering community engagement.
Solution
Nimble Media devised a comprehensive digital marketing strategy tailored to Discover Rutland's goals. Key initiatives included:
Website Enhancements: Regular updates to the website ensured that content remained fresh, informative, and user-friendly, providing visitors with easy access to information about local attractions, events, and accommodations.
Email Marketing: By creating compelling newsletters and targeted email campaigns, we kept subscribers informed and engaged, highlighting seasonal events, special offers, and unique experiences in Rutland.
Social Media Management: Our team curated and shared engaging content across various social media platforms, showcasing the county's beauty and activities, and encouraging user interaction and sharing.
Paid Advertising Campaigns: We launched a series of prize-led campaigns, offering enticing rewards such as stays at The Barnsdale and In The Stix, as well as a high-end Turbo Comp 2.0 E-Bike. These campaigns were designed to capture attention, encourage participation, and grow the email subscriber list for future marketing efforts.
Results
The strategic initiatives led to significant improvements in Discover Rutland's digital engagement:
Email Database Growth: The prize-led campaigns resulted in a substantial increase in email subscribers, providing a valuable audience for ongoing marketing efforts.
Enhanced Online Engagement: Website traffic saw a marked increase, with visitors spending more time exploring content, leading to higher engagement rates.
Social Media Expansion: Follower counts and interaction rates on social media platforms grew steadily, amplifying Discover Rutland's reach and influence.
Successful Paid Campaigns: The prize draws attracted thousands of entries, demonstrating the effectiveness of the campaigns in generating interest and expanding the audience base.
Jason Allen, Chair of Discover Rutland and owner of The Fox in North Luffenham, remarked:
"Discover Rutland would and has recommended Nimble Media to our members seeking marketing support. And, on a personal note, a valued friendship has grown out of our working partnership."
Looking to Elevate Your Destination's Digital Presence?
If you're aiming to enhance your tourism marketing strategy and engage a wider audience, contact Nimble Media today. Let's collaborate to showcase the unique experiences your destination has to offer.
