Katapult have been appointed to work with Lincolnshire Tourism on the development of a number of campaigns to promote the county to domestic and key overseas markets as a destination for short breaks and holidays.
The campaign idea - 'Explore the Open County' – was developed out of a proposition that is clear, simple and relevant across all target audience groups: Lincolnshire is a spacious county that offers a warm welcome. The 'Open' concept communicates this simply and effectively and packages the emotional and physical characteristics of the county.
The first task was to develop a bank of images that could be used across campaigns including Advertising, direct mail and email marketing. As well as capturing Lincolnshire's big skies and stunning landscapes, the images also had to accommodate Lincolnshire's quintessentially English attributes.
The first campaign to run was a Direct Mail campaign to over 50,000 prospects to merchandise the new Lincolnshire Visitor Guide and drive data capture. To date, the campaign has generated in excess of 10,000 requests for the Visitor Guide equating to a response rate of over 20%.