Heading for National Marketing Awards
Tourist board finalist in national marketing awards
Lancashire and Blackpool Tourist Board (LBTB) is in the running for two marketing awards in the CIM (Chartered Institute of Marketing) Marketing Excellence Awards 2010, which will be held at Grosvenor House Hotel, London on Tuesday 15 February, 2011.
The awards have attracted exceptional entries from a variety of organisations across all industries, with judges facing the huge challenge of arriving at a shortlist from a range of marketing projects the standard of which was ‘extremely high’. LBTB is a finalist in the Hotels/Leisure and Travel category for its social media campaign Blackpool -The Movie and in the Not for Profit category, for its Embark on a Journey heritage themed, short breaks campaign.
Blackpool: The Movie was created by LBTB with the agency Designate, to encourage potential holiday-makers to visit Blackpool and to maximise internet chatter on popular social media sites such as Facebook, Twitter, Myspace and Youtube. Visitors browsing blackpoolthemovie.com could launch themselves into a film featuring family and friends on a day out in Blackpool. The films were then entered into a prize draw to win a Golden Ticket, giving year round entry to participating attractions in Blackpool. It was launched at BOBI (Best of Britain and Ireland) exhibition in March this year and ran until the end of the summer season. Blackpool – The Movie has also been shortlisted for a Don’t Panic social media award, The Some Comms Awards 2010, which will be announced on December 09, 2010.
2010 began with LBTB’s heritage campaign, Embark on a Journey which brought to life Lancashire’s rich history through the eyes and experiences of people working in the sector, and through a number of specially created Heritage Treasure Trails. These extremely popular trails included a walking tour of historic Lancaster, a driving tour of post industrial Pennine Lancashire and a town centre tour of some of Blackpool’s hidden gems. The campaign used pocket sized maps with clues, the answers to which could then be added to the embarkonajourney microsite, in order to download a certificate rewarding the efforts of the successful participant.
Over 45,000 copies of the trail maps were mailed out or picked up at locations across the county during the spring.
Commenting on the news LBTB Chief Executive, Mike Wilkinson said: “LBTB is delighted to learn that some of our most recent marketing and social media activities have been recognised by the judges of the CIM’s Marketing Excellence Awards 2010. It is an honour to be listed amongst the crème de la crème of the marketing world
Our aim is always to be creative and imaginative in our campaigns and with these projects we have the feedback and evaluation to prove they were both highly effective and succeeded in attracting new visitors to Lancashire.”
Media enquiries: Anna Izza, Communications Executive, Lancashire and Blackpool Tourist Board on 01257 226614 or [email protected].