The Unexpected County

The Unexpected County

Using digital channels to increase the exposure and prominence of the county and unlock new audiences.

The Problem

Visit Suffolk works alongside Destination Management Organisations (DMOs) throughout the county to support tourism development and engagement with local businesses. The value of tourism in Suffolk is a staggering £2 billion. The brief for this campaign was to challenge perceptions of the county and promote points of interest that new visitors would not necessarily immediately associate with Suffolk.

The Solution

We developed a campaign that would promote Suffolk’s cultural and sporting strengths and showcase the exceptional experience on offer for both new and returning visitors within a two-hour drive time.

‘Unexpected Suffolk’ became the proposition used consistently across all digital channels

New ‘untapped’ audiences were reached through digital channels including; Google Display Network, Instagram, Facebook and Search. The spend allocation was ever evolving based on performance, so it was a truly reactive campaign.

Engagement tactics including competitions, live photos, reaction-based posts, user-generated content (UGC) and embeddable landing page widgets resulted in increased brand awareness for Visit Suffolk, new website visits to both the Visit Suffolk website and the sites for the individual DMOs (Bury, Newmarket, Suffolk Coast & Ipswich), enhanced engagement on Visit Suffolk’s social media platforms and the further development of the Visit Suffolk email database.

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Increase in on-post engagement against agreed KPI target


Web sessions from just one campaign (4x KPI target)


Facebook video views in four weeks


Increase in web sessions against KPI target

What the client said

In 2019 I had the pleasure of working with Jacob Bailey on two campaigns for Visit Suffolk, split into two phases; the first promoting the heritage offer and the second centred around the sports and activities that visitors could enjoy.

I was managing the campaign for a partnership of tourism bodies and together we created a brief for the agency. The most impressive element of the relationship with Jacob Bailey was the level of interaction, flexibility and communication.

From the outset, there were difficulties and complications because of the number of parties involved; different views and personalities had to be managed and, by working together, the campaigns were kept on track, both delivering and exceeding the KPIs.

The time spent analysing, optimising and communicating the suggested changes was reassuring and very effective.

Julian Evans – Campaign Co-ordinator

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