The South West of England Regional Development Agency (South West RDA) has appointed Space to handle a new campaign to promote the area as a tourist destination and a business powerhouse.
The &£2.7m campaign, which breaks next month, will include press, online and radio advertising. The first element to appear is aimed at driving off-peak tourism to the region, and features testimonials from real visitors.
The funding for the three-year initiative is being provided by South West RDA, South West Tourism (SWT) and the South West Regional Assembly.
SWT marketing director Robin Barker says: “The campaign will inspire people to visit the breadth of activities on offer, creating an emotional connection through close-up portraits and personal anecdotes about how the South-west made people feel.”
A business-to-business campaign will break at the end of September in the press and online. The execution will also include personal testimonial from individuals within large, well-known organisations that have operations within the region.
South West RDA director of marketing and communications Richard Thomas says: “We are challenging perceptions and promoting the region’s core strengths as a great place to invest or start a business, which is key to regional development.”
Space was formed over two years ago.