Suffolk towns and villages join forces in new tourism campaign

February 2, 2018

For the first time ever, Suffolk towns and villages are collaborating to deliver a countywide marketing campaign called Raw Suffolk. This is the brain-child of the county’s relatively new Destination Management Organisations (DMOs) and Tourist Advisory Groups (TAGs), which includes All About Ipswich DMO, Bury St Edmunds & Beyond DMO, The Suffolk Coast DMO and Heart of Suffolk under Babergh and Mid-Suffolk District Council, supported by Visit Suffolk.

The campaign highlights four main leisure themes, namely Adventure, Food and Drink, Wellness, and Unexpected Experiences. It’s main objective is to engage with the under 35s market, to place Suffolk firmly on their ‘must-visit’ list.

It’s vital to show this audience something authentic, true, original, unprocessed and convincing; indeed all of the unique qualities of Suffolk which make it attractive to this audience who place a high value on authenticity and experiential tourism.

Raw Suffolk celebrates Suffolk’s unadulterated beauty, simplicity, and greatness! It also aims to build conversation and generate positive perception, increasing spend on out-of-season breaks within this market.

Tourism for Ipswich is a key priority in the Ipswich Vision and therefore this sort of joint working created by the DMO is of huge importance to seeing progress in this sector. Ipswich is the county town and as such must ensure it works collaboratively with surrounding towns and districts to promote the beauty of everything we have to offer.

Contrary to fears, this segment is “not a lost generation but an unaware and uninformed one” when it comes to England’s own proposition. Suffolk and its coastline is well placed to deliver family holidays, ultra-short and short breaks, as well as romantic escapes, with longer term opportunities for developing leisure opportunities around activity and wellness holidays.

Many wellness tourists are high-spending. Most importantly, wellness tourism complements other new forms of tourism (such as outdoor activity and adventure, heritage and cultural tourism, food and culinary tourism) all of which the DMOs are ideally placed to deliver.

The campaign is divided into two phases; Phase 1 for January through to March 2018 and then recurring in September 2018 through to November 2018 when it will have been honed and adapted from the lessons learnt in phase one.

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