The client:
Merrivale Model Village
The brief:
Increase annual visitor attendances during the 2006 season whilst achieving growth in admission income spend per head.
The solution:
Following an audit of previous marketing activities, Kiss identified the existing brand image and ineffective brand positioning as key factors contributing to the attractions under performance.
The brand identity was evolved to create a more modern and appealing image. Improved brand positioning was sought using key tourism publications and conducting a wider regional distribution of core promotional literature. In addition, high impact signage on the perimeter seafront fencing was introduced to engage passing footfall.
The result:
Despite very poor weather during August, visitor numbers and in turn, spend per head, have increased by 20% year on year. In acknowledgement of this performance, Merrivale were awarded Best Marketing Campaign 2006 in the Norfolk Tourism Awards.
