Marketing Campaigns

One of our main objectives is to raise awareness of Staffordshire as a short break destination for visitors, through high profile seasonal and thematic marketing and promotional campaigns.

Our marketing strategy sets out how we’ll meet our ambitions, highlighting our greatest assets and hidden gems, and how we plan to engage with you, our members, partners, and stakeholders.

This, our annual marketing plan aims to deliver against the visitor economy action plan, as well as developing collaboration with our partners in the county and city of Stoke-on-Trent to create national growth for 2024-2025 and beyond.

Download a PDF copy of the 2024-25 Marketing Strategy & Action Plan >>>

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Destination website - showcasing Staffordshire to the world

www.enjoystaffordshire.com is our fully responsive destination website, where we showcase:

• Things to see and do
• Places to stay
• Food and drink
• Events and activities

We aim to inspire people to visit the county, either for day trips or overnight stays.

The website is regularly updated to keep it fresh and interesting and we work with suppliers like Simpleview and TXGB to integrate booking channels and enable advertisers to take bookings and make sales for their businesses*.

Key Audiences

Our marketing focusses three key audiences:

Aspirational Family Fun - Sub-divided into families with young children and those with teenagers.

To this audience, we promote the county’s theme parks, zoos and animal attractions, fun family activities, countryside and outdoors and family friendly accommodation and eateries.

Country Loving Traditionalists & Free and Easy Mini Breakers – Couples without children including pre-family couples and the newly retired.

To these markets, we promote our heritage and history, gardens and parks, spas and relaxation, and open spaces for walking and cycling, as well as places to stay and eat & drink.

We market Staffordshire in a number of ways, both online and offline and raise awareness using

• Facebook photo carousels, video and stories
• Gmail advertising
• Instagram video and stories
• YouTube pre-roll video adverts
• Google Display Network
• Email marketing
• PR coverage in national and regional media

Marketing Activity – Digital

The majority of our promotion is online, using paid and organic activity to drive visitors to the Enjoy Staffordshire website from social media, email, and the Google display network.

Our paid advertising is targeted in the UK, within a two to three hour drive time, covering an area from Leeds and Sheffield in the North, to Bristol, the Home Counties, and the outskirts of London in the South.

Emails promoting Enjoy Staffordshire member businesses are sent at key times of year, to a database of approximately 10,000 contacts.

This activity is supported by regular updates on Enjoy Staffordshire social media channels.

Marketing Activity – PR and print

We work with an external PR agency to promote Staffordshire in the national media and major regional titles, while all local PR campaigns are handled internally.

The agency’s role is to encourage journalists, bloggers and social media influencers to visit Staffordshire.

This offers an opportunity for members of Enjoy Staffordshire to feature in articles in return for providing accommodation, admission to attractions, and meals.

We also produce visitor maps which are distributed to motorway services, attractions, and tourist information centres, and thematic brochures which are available on request via the Enjoy Staffordshire website.

Collaborative partnership working

By working together, we can collectively create a bigger impact for your destination and for Staffordshire as a whole. So, we want you to get involved. We want to shout about your business in our campaigns and taking part couldn’t be easier.

We need you to:

• Provide content for our campaigns
• Send us details about your events
• Keep us informed of activities – eg events, independent press visits
• Use the hashtag #enjoystaffs
• Share your press releases with us
• Say ‘yes’ to familiarisation visits for press and travel trade, so we can showcase your business

Please add info@enjoystaffordshire.com to your mailing lists.

*Booking fees and commission may apply.