Campaigns

Lincolnshire’s 2010-2011 marketing campaigns focus on the product strengths of the destination and are based on a combination of retention of existing visitors and audience profile and acquisition of new audiences. 

The 2009-10 Essential England and Big Skies Coast campaigns are to be refined further, enabling consumers to understand clearly the variety of products the destination has to offer while reflecting appetite from private and public sector partners to deliver these campaigns. The Golf campaign, in its infancy in 2009-10 will grow and develop based on existing messages and target audiences.

Essential England 

The Essential England campaign has been built on the traditional assets of Lincolnshire as a short break destination. To ensure the message of Lincolnshire’s key strengths within the Essential England profile are brought to the fore, the campaign moving forward will focus on the ‘attack brands’ or key product within this theme. The strands of Essential England to be brought to the fore are:

Lincoln City Breaks

Lincolnshire Rural Escapes

Big Skies Coast

The coastal campaign has focussed on the main resorts of the Lincolnshire coastline, with a move towards bringing the natural coast message to the fore. The 2010-11 plan will bring a real focus to the natural coast through a dedicated natural coast campaign strand. The Big Skies Coastal strands are:

Traditional Coastal Breaks

Lincolnshire’s Natural Coast

Golf

Lincolnshire as the Home of English Golf is a tactical short break campaign focussing on golf as one of the counties product strengths. With over 60 courses Lincolnshire’s product will appeal to ‘relaxing’ and ‘social’ golfers.

Aviation

The Lincolnshire Integrated Aviation Partnership has been successful in securing HLF funding for two Aviation Officers and a budget to deliver activity around the aviation product. Marketing activity around Aviation Heritage will form part of our overall marketing messages and deliver stand alone aviation activity.