East of England Tourism has appointed Fox Kalomaski to its three-year marketing business thought to be worth £4m following a three-way pitch against two regional agencies.
The agency’s brief will be to promote the region and increase the volume and spend of consumer and business visitors to the counties of Bedfordshire, Cambridgeshire, Essex, Hertfordshire, Norfolk and Suffolk.
The marketing programme for 2007 begins this week and includes a national consumer campaign using press and outdoor advertising, direct marketing, public relations and online media.
Fox Kalomaski will promote the region as an activity hub around 500 miles of coast, canals and rivers, and as a desirable destination to a young, cosmopolitan and affluent audience.
For the business market, the agency will highlight East of England’s 800 or so conference venues. It will use the national press, London Underground stations and the business press to target the conference bookers market.
Gary Jacobs, managing partner at Fox Kalomaski, says: “We are creating a proposition that will be at the core of high-profile and results-driven campaigns.”