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VisitNorwich launches new awareness campaign
VisitNorwich was proud to launch its latest campaign at the start of this month. Showcasing the unique nooks that make Norwich a destination to return to again and again, this campaign shines a spotlight on the businesses whose open-arms make the city feel like to home, even to strangers. Through a multi-channel approach, our activity captures Norwich’s character, its big-heart and bigger skies. Norwich is the best-kept secret we can’t keep anymore.
Target Audience
Our target audience is aged 25-34 largely without children in the household. This audience is most likely to travel out of season and has the most available budget on their trips. This audience has little awareness of Norwich as a destination but a lot of interest in history and culture, experiencing new places and exploring the outdoors.
Timings
A two-burst campaign, this first burst focuses on building awareness of Norwich as a destination. Following this, in the new year the second phase of the campaign will have a clearer call to action, encouraging the audience to book their spring city break. With a Christmas campaign in-between targeting day-visits from a local audience, the team are working hard to keep Norwich top of mind in all seasons.
Selected Channels
The campaign can be seen across out of home, social media, programmatic display and google ads. Four 30 second films were captured with the help of the talented film maker Joseph Harrington and we worked closely with wordsmith, Sarah Herman to create the beautiful copy you can read below.
The campaign is focused on 4 key content pillars which we know are appealing to our target audience, and which we believe Norwich boasts above other destinations:
- Take a Seat, Let’s Eat
- Independent Spirit
- Old meets now
- Act Natural
Read more about how these content pillars come to life below…
Take a Seat, Let’s Eat
Take a seat for breakfast, brunch, lunch, or dinner. Pick pancakes or polish off prize-winning chips, straight from the paper. Enjoy afternoon tea in Georgian splendour, or savour a glass of Norfolk wine in the autumn sunshine – river views included.
Drink in a thousand years of history, here. Pick one of our cosy pubs for real ales and real character – you can even kayak between some when the sun’s out. Or join us for dinner, and enjoy what’s foraged, farmed and finessed right here.
Independent Spirit
Discover a retail retreat that can’t be beat. Home to one of the highest number of independent shops per resident, we’ve got niche boutiques on cobbled streets, glittering arcades, and medieval churches brimming with antique and collectable treasures.
Find fiercely independent stores, one-off wonders, and high-street heroes in one historic city.
Old Meets Now
This city is traditionally different. Find medieval marvels and modern wonders in a place where old meets now. We’re bustling, bold, and brimming with contemporary culture.
Think morning espresso in a medieval cathedral, Brutalist icons rubbing shoulders with Norman marvels, and a skatepark in a church. Come explore cobbly nooks, modern twists, and fascinating tales that go back a thousand years.
Act Natural
It’s easy to act natural here. Spot swifts and swallowtails as you wind your way down the River Wensum, kick back with lunch in oak-lined parks, and embark on woodland walks where historic rebellions (and beautiful views) were born.
This is where city life and the natural world intertwine. Norwich is part of the Broads National Park, so beautiful waterways, big skies, and luscious greenery are just a hop, skip, or a paddle away.