27.01.03
£2.75 million boost for Cornish
tourism
This week sees the start of a brand new £1.79m campaign
to market Cornwall as a year round destination for visitors
which, as part of a £2.75m Objective One project, will
generate more than £23m of extra revenue for Cornwall
and an estimated 187 additional jobs.
The Destination Marketing campaign is supported by a 50%
grant from Objective One and comprises a high profile advertising
campaign in the national press, encouraging new visitors from
a diverse range of markets that might not have previously
considered Cornwall for a holiday or short break, particularly
in the autumn, winter or spring. Supporting this is a targeted
direct mail campaign which focuses on key markets in the South
East and Midlands, as well as potential visitors in the Gatwick/Stansted
areas to take advantage of the new improved air links.
This initiative breaks new ground and has already seen the
setting up of an influential body, The Cornwall Tourism Forum,
to ensure that the public and private sectors work effectively
together. The Tourism Forum will oversee the running of this
campaign which will continue for three years. Two staff have
already been appointed with the Director arriving on 3rd February.
The Chair of the Tourism Forum, James Staughton, Managing
Director of St Austell Brewery said: “This campaign is
essential to the future of Cornwall's tourist industry. Promoting
Cornwall as a year-round destination will help to further
negate the problems associated with seasonality and at the
same time it will greatly assist Cornwall's fight to gain
a greater market share of the vitally important short break
market.”
The leading advertising and marketing agency, Golley Slater
have been working closely with the Cornwall Tourism Forum
to develop the Destination Marketing campaign. This follows
research with focus groups representing a mix of recent visitors,
lapsed visitors and non-visitors. New imagery will be used
in the campaign based on this research which reflects Cornwall's
key motivators: its unique environment, its culture and heritage,
and its growing reputation for exciting activities and quality
food and drink.
Deborah Smith, Head of Marketing at Cornwall Enterprise said: “This campaign has been developed by a close partnership
which includes the District Councils and the Cornwall Tourist
Board. It has also built on the knowledge gained through the
first phase of Cornwall’s Image and Brand project which
is also funded by Objective One. Over the next year an exciting
web portal will also be developed to pick-up future enquiries
and showcase Cornwall in a modern and vibrant fashion.”
John James, who was recently appointed as Development Manager
for the Cornwall Commercial Tourism Federation, adds: "The
fact that this project will also strengthen the voice of the
private sector is of great importance. It will ensure that
those businesses which make up this important sector have
a more powerful say in future activity.”
For further information on Destination Marketing contact
Deborah Smith, Head of Marketing at Cornwall Enterprise on
01872 322912 or email deborah.smith@cornwallenterprise.co.uk
Editor's notes:
For press information, please contact Deborah
Smith, Head of Marketing at Cornwall Enterprise on 01872 322912
or deborah.smith@cornwallenterprise.co.uk
This £2.7m project has been made possible
thanks to a £1,425,000 grant from the Objective One
European Regional Development Fund (ERDF), with match funding
provided by Cornwall Enterprise, Cornish District Councils,
the South West of England Regional Development Agency (SWRDA)
and the private sector.
Cornwall Enterprise is a the Economic Development
arm of Cornwall County Council and aims to create prosperity
for Cornwall.
Jason Clark
Communications Manager
Objective One Partnership Office
Castle House
Pydar Street
Truro TR1 2UD
Tel: 01872 241379
Fax: 01872 241388
jason@dclark.co.uk
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