Old City, New Attitude: VisitNorwich’s Latest Digital Tourism Campaign
This autumn sees the launch of the latest tourism awareness campaign from VisitNorwich focusing on one simple message Old City, New Attitude.
Phase I sees awareness activity across Meta, Display Programmatic, Google Ads, OOH Greater Anglia + social channels with Phase II ‘Book a Spring Break’ activating in February 2026.
Target Audience and Distribution
- Pre-nesters 18-44 years with no household children
- 3-hour drive
- Overnight stays
- Travel out of season
Location Targeting: London | Bedford | Coventry | Nottingham | Birmingham | Suffolk | Essex | Hertfordshire | Cambridgeshire | Lincolnshire | Oxfordshire | Northamptonshire | Leicestershire
This maverick city with a mischievous grin is yours to explore – whoever you are. It’s welcoming, whimsical, wild, and like nowhere else. Here, you can hug a Henry Moore, sip electric-roasted espresso in a cathedral, and devour donburi bowls in a medieval market. Then peace out, paddling where early traders peddled. Feel the burn skating in an ancient church or treat yourself to tailor-made in an art-nouveau arcade. Stuffed full but never stuffy, our flint walls and mint halls have stories to tell. There’s a Norman castle with modern art, dance where you least expect it, and higgledy-piggledy pubs for days, packed with the latest craft brews. We’re old and fresh-faced, wise and wide-eyed, and waiting to wow you right now.
Building on our Previous Award-Winning Campaign
Our Phase I and Phase II activity during 2024/25 achieved great results and earned us and our media agency Fabbrica a huge award at this year’s prestigious Travel Marketing Awards, “Digital Campaign of the Year under £500,000 spend”.
- Nearly 4 million impressions (total number of times an ad is displayed to users).
- Over 32k clicks generated.
- Both figures beating our targets reaching 34% of our target audience.
- Very high engagement rates on the website with an average of over 97% meaning the right content was being shown to the right people.
- vs 2023 we saw an approximate 65% increase in sessions on the website campaign landing pages.
Get Involved!
VisitNorwich campaigns put Norwich in front of millions for everyone’s gain. The more people see Norwich, the more awareness grows.
Our city and county have also seen unprecedented PR in the past 12 months locally, regionally, nationally and internationally through the work of VisitNorwich and independently. Alongside the huge news of Norwich Castle Keep re-opening. Norwich is consistently sitting in top 10 places to visit lists, consistently being talked about as a place to discover for its history, independence, food and drink and culture.
Our campaign film is available for you to download here. And please share and like our organic social posts where you can!
