Time for Us domestic marketing campaign

Overview

The Tourism South East “Time for Us” domestic marketing campaign is designed to boost awareness of South East England as an ideal destination for a day out or short break for couples. The campaign runs in two phases, one in the autumn and one in the spring, and promotes the South East through a mix of online and offline marketing initiatives.

This annual campaign is currently in its third year and continues to go from strength to strength. The 2009-10 campaign achieved a return on investment of 41:1 and research carried out in June 2010 shows that the campaign achieved a total reach of over 93,225,008 and resulted in an incremental visitor spend of £7.3m to the region.

Target audience

The Time for Us campaign targets Cosmopolitan and Traditional couples aged 30-60, using Arkenford’s Arkleisure segmentation model. These couples either do not have children, or their children have left home.

They are interested in most things that are not ‘family’ or ‘kids’ orientated – heritage, history, countryside, arts, culture and browsing in craft fairs and markets are definitely on their list of things to do. They want quality time together, time and space to enjoy each other’s company, and good quality food, accommodation and service – and they are prepared to pay for it.

Traditionals are happy to spend but like value for money, whereas Cosmopolitans are a little more indulgent. They are fit and active, intelligent and interested – and looking forward to a break from the everyday.

Campaign activity

Throughout the period that the Time for Us campaign is live, there is a collection of offline and online activity undertaken to promote the campaign partners. The first phase of the campaign launches with a national newspaper supplement in the autumn, and phase two launches in the spring with another national newspaper supplement.

The supplements and all online activity will drive to a campaign microsite – www.timeforus.co.uk – which features partners participating in the campaign and gives readers ideas and inspiration for days out and short breaks with their other half.

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

Campaign packages

A range of campaign packages have been created so that a wide range of partners (destinations, attractions and accommodation) can be a part of the Time for Us campaign. Prices start from as little as £100 and range from website only to a full campaign package with inclusion in one or two of the national newspaper supplements.

For a list of campaign packages and prices please download our Time for Us rate card here.

Special promotion - Time for Tea

If you are an establishment in the South East which serves fantastic afternoon teas and you want some help promoting your offering, then Tourism South East’s ‘Time for Tea’ promotion is for you. Supported by the hugely successful Time for Us marketing campaign, we will be promoting afternoon teas in our Telegraph supplement in the spring, producing a special page on our website and sending out a themed e-newsletter to our database of over 30,000 names. You can be involved for as little as £100.

For a list of package and prices for the Time for Tea promotion please download our Time for Tea rate card here and booking form here.

Contact Tourism South East

If you would like anymore information about the Time for Us marketing campaign, please contact Sarah Labourn, Marketing Assistant.