The 800th Anniversary of Magna Carta, opening of Lincoln Castle and other significant events such as the National Road race Championships coming to Lincoln, offer the city a once in a lifetime opportunity to raise awareness of the city and drive further growth into the local economy.
The ‘The 800 Campaign’ targets visitors to visit Lincoln in 2015 through a range of national advertisements placed in leading publications, including the Telegraph and the Guardian, creative PR, billboards outside Lincolnshire as well as digital and social media activity. To support the campaign, 800 experiences have been created on the destination website visitlincoln.com – showing people the range of things available to experience in the city.
Emma Tatlow, Visit Lincoln Partnership Manager said: “This year provides Lincoln with a once in a generation opportunity to deliver a strategic marketing campaign that raises awareness of the city and all it has to offer visitors. We know that Lincoln and its rural hinterland has a very strong visitor offer – but we also know that awareness is low and that there is potential for growth in the areas visitor economy.”
“The 800th Anniversary of Magna Carta and the opening of Lincoln Castle are two fantastic hooks to launch this campaign. This is a real partnership approach and we couldn’t have delivered this activity without the support of partners across the public and private sector, it is the start of something I hope we can continue for years to come. The combination of the investment in the city, promotion of the area and efforts to ensure we can provide a warm welcome to all visitors is one that we hope drives growth in the value of the economy – currently worth £168m to the City of Lincoln.”
The first printed adverts featured in the Telegraph during the weekend of 11 – 12 April, with more advertisements scheduled to appear throughout April, May and June.
Matt Corrigan, Chief Executive of Lincoln Business Improvement Group said “The visitor economy plays an important role in Lincoln. We know that visitors to the area spend money in the local shops and restaurants and increase footfall in the city. Our levy payers want to see more visitors coming to Lincoln and by supporting the Visit Lincoln campaign we are helping to make that happen. We also ensure the city is welcoming, friendly and vibrant so that visitors who come to Lincoln want to return.”
To support the campaign Visit Lincoln has created a new section of the website visitlincoln.com – with 800 Experiences to do Lincoln. The interactive and creative site encourages people to explore 800 different and surprising things that they can experience when visiting Lincoln.
The collaborative campaign, has received support from partners across the city, including Lincoln Business Improvement Group, City of Lincoln Council, Lincolnshire County Council, Bishop Grosseteste University and Henry Ruddock (of Henry’s Tea Room and Ruddocks on the High Street); without whom this campaign would not be possible.
The promotional drive will build on the city’s growing reputation as one of the UK’s best visitor experiences. Lincoln’s visitor economy is worth £168m to supports over 2,000 full time jobs, and this number is set to grow with more visitors coming to the city throughout 2015. The Greater Lincolnshire LEP target is to double the value of the visitor economy by 2020.