Mind the gap_LU

Newquay Business Improvement District (BID) is making sure that the town remains a top Cornish destination by investing in a range of smart national and regional marketing initiatives to attract visitors from all across the UK.

It has been acknowledged that Newquay has faced several set-backs and negative publicity in recent years however the town has always been one of the UK’s most popular coastal holiday destinations, regularly featuring in 

‘best of’ lists. One of the key objectives of the Newquay BID is to reclaim the town’s rightful image and to re-market the area’s obvious attractions and hidden gems to current and potential desired target markets. 

The strategic creation of the Newquay brand by the BID back in 2011 captured the essence of Newquay in a simple yet personal way and means that the town is consistently promoted as the best of contemporary Cornish cool. The BID continues to ensure that the town catches the eyes and hearts of national visitors through strategic, targeted and relevant advertising.

Following the success of last year’s striking advertising on the London Underground, Newquay BID has snapped up another great deal to entice commuters to come and get some fresh air and seaside fun. In 2012, the BID commissioned tube adverts featuring a huge image of surfer Tom Good on Fistral Beach and it proved to be so popular and such great value that they are doing it again. This year’s stunning visuals have been designed by local agency Absolute, who has chosen two images featuring the golden sands of Fistral and a iconic Surfing image of surfboards  , with a clever strapline: ‘Mind The Gap’. The campaign will run across 25 key stations on the London Underground for two weeks from July 15th 2013.

To encourage local people to come to the town as well as visitors, the BID has invested in a number of regional and local advertising campaigns with Cornish companies and the county’s media. This includes a bus back advertising campaign in conjunction with Western Greyhound, which will see bespoke adverts running on the back of 7 number of buses for 3months.BID Manager Eve Wooldridge said: “Last year’s advertising had such a positive response that it was clear it was a good investment. This year we wanted to make another major impact and the imagery clearly speaks for itself. Imagine commuters being stuck in the sweltering heat of the underground, or behind a bus sat in a traffic jam in the rush hour. In these situations, images of Newquay’s beautiful beaches will be a big draw for land-locked Londoners. With new flights being installed by Easyjet between Southend and Newquay airport, it has never been easier to escape the capital for the seaside. Whilst they are here they can enjoy a slice of the culture that Newquay offers with its plethora of great restaurants, bars and attractions.”

The BID has also recently taken up a great deal with Pirate FM to run a 30 second advert on the popular radio station to entice holiday makers to visit the town during their stay and ensure the town is not overlooked by locals. The advert, which starts with the line: “Sandy toes, salty skin and sensational surf. Discover the best of contemporary Cornish cool in Newquay,” will be run for 3 months with 6 repetitions a day, and aims to promote the variety of attractions and activities on offer in the town.

Eve Wooldridge continues: “It is great to see the Newquay brand featured on such impactful advertising. We know that it’s important to promote Newquay regionally across the county and the South West, as well as on a national basis, and the BID appreciates the support received from local media including Western Greyhound and Pirate FM. We’re all helping to spread the Newquay brand far and wide this summer, and there’s lots more to come.”

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