Family Fun domestic marketing campaign

The Tourism South East Family Fun domestic marketing campaign aims to promote the South East as an outstanding family friendly destination for day visits, short breaks and longer holidays through a mix of online and offline marketing to a families who have already expressed a clear desire to take short breaks in the UK.  This annual campaign is now in its fifth year and continues to go from strength to strength.

The 2010-11 campaign achieved a return on investment of 58:1 and research carried out in October 2010 shows that the campaign influenced an additional 111,835 trips to the region resulting in £7,887,471 incremental visitor spend.

Target audience

Using Arkenford’s Arkleisure profiling system, the Family Fun campaign targets the High Street segment as the primary audience and the Cosmopolitan segment as a secondary audience. The campaign particularly targets High Streets in London, the South East and West Midlands, aged 30-45 with children under the age of 16.

High Streets are prepared to spend money to receive good service and they like new and different experiences - if they have already been tested and enjoyed by others. They are physically active and appreciate style and fashion, but are followers rather than leaders.

Campaign activity

Throughout the period that the Family Fun campaign is live, there is a collection of offline and online activity undertaken to promote the campaign partners. The campaign will launch with a national newspaper supplement in the Mail on Sunday, which will highlight the strength of the South East as a family friendly destination and highlights the wealth of family attractions and associated accommodation available within the region.

The supplement and all online activity drives traffic to a campaign microsite – www.funfamilydaysout.com – which features partners participating in the campaign and gives readers ideas and inspiration for days out and short breaks with their families.

Online advertorials and competitions featured on key family targeted websites, regular e-newsletter communications to a dedicated family database, and a PR campaign targeting family media are also included in the campaign.

Campaign packages

A range of campaign packages have been set up so that a wide range of partners (destinations, attractions and accommodations) can be a part of the Family Fun campaign. Prices start from as little as £120 and range from website only inclusion to a full campaign package with inclusion in the national newspaper supplement.

For a list of campaign packages and prices please download our Family Fun rate card.

Please be aware that the prices given are for Tourism South East members, there will be a surcharge of 40% for non-members.

Contact Tourism South East

If you would like anymore information about the Family Fun marketing campaign, please contact Sarah Labourn, Marketing Campaigns Executive.