About

Summary

To strengthen the connection of the public with the countryside, the Rural Ways Partnership, coordinated by Tourism South East, commissioned Acorn to manage the project and develop the marketing strategy for the event.

Key objectives of the project included maintaining the economic and viability of the rural South East by increasing spend and repeat visits, encourage greater awareness of, and support for, a well-managed sustainable country side, and enhance the profile of the rural South East by increasing media coverage.

Our Approach

Countryside 2011 was a two-week showcase of countryside events and activities in the South East.

It brought together hundreds of country-based events, activities and attractions on one website, a one-stop-shop for visitors looking for things to do and see. It encouraged more people to visit and enjoy the great outdoors, try something new, take up a hobby or learn a new skill. 

Acorn engaged with delivery partners and countryside organisations to create events and activities. A marketing strategy was also created to support the communication about the event and increase reach targeting wealthy ABC1 London and South East visitors, primarily the pre-family, young family and ‘empty-nester’ markets.

Outcome

Key Facts and figures of the event:

• 905 events organised by 500 different organisations
• Database of 1,000 outdoor activity and countryside businesses and organisations
• A press campaign worth around £200,000
• Growing Social Media campaign
  • 32,700 website visits (up 38% on 2010)
  • 225, 000 page views (up 70% on 2010)
  • Averaging 7 pages viewed each visit
  • Around 40,000 new visitors to the Countryside - 1,381 stayed overnight
  • 1,800 Facebook fans
  • 1,670 Twitter followers

The event was supported by 35 outdoor and countryside based public sector and not-for-profit organisations which covered 9 of the 11 counties surrounding London.