Must Visit Kent

A media campaign was created to tackle both the need to create awareness of off-season experiences and gather data and insights to help partners create collaborative, authentic experiences. The campaign ran across OOH and digital channels with a number of themes, ranging from historic to outdoor activities, to test against these audiences. We measured the campaign against diverse metrics to understand the audience, their demographics, attitudes, engagement with different messaging, and perceptions of Kent. Concurrent to the campaign we undertook YouGov research to measure attitudes and brand uplift.

The pandemic has meant the travel and tourism industry has had to rethink, move forward, and rebuild. Businesses have to adapt their existing products and experiences to respond to changes in consumer behaviour. The travel sector is also highly affected by seasonality and the need for development of off-season products. A campaign was required to help support a recovery by driving off-season visits, and also provide consumer insights to help develop new experiential products.

Fabbrica are just great. Up front they work hard to determine the aims of each individual campaign, always proposing innovative solutions to achieve the goals and reach the target audiences, whether that is through the addition of social listening and surveys or radio ads to compliment programmatic display. The media planning and buying is always impeccably delivered with realistic KPIs and targets determined from the outset. However, what has set Fabbrica apart is the level of reporting they deliver post campaign. It’s fair to say that the focus of our marketing strategy is being shaped by the insight that comes from the work we are doing with Fabbrica.

Jim Dawson, Head of Creative Digital and Marketing, Visit Kent