VEE & Partners launch new £100,000 Summer campaign, Naturally

Visit East of England & Partners have launched a new £100k Summer campaign to promote Suffolk and Norfolk destinations.

The campaign, called ‘Naturally’, highlights the region’s wide range of places to stay, visit and see as well as things to do, encouraging visitors through the next three months.

‘Naturally’ is a placemaking brand that promotes Suffolk and Norfolk as counties that welcome all people and highlights destinations that have it all with tags such as ‘See it all’, ‘Do it all’, ‘Try it all’.

The campaign, developed by Visit East of England working with Destination Management Organisations (DMOs) and local authorities, will be managed by Norwich strategic digital marketing agency Fountain using channels including Facebook and Google advertising.

Adverts, targeting audiences in the East Midlands, Home Counties and North and East London, link to destination pages on the Visit Suffolk and Visit Norfolk websites and then onto DMO websites.

A key element of the campaign will be to promote Active Travel such as cycling and walking, and using rail travel and public transport.

‘This is another great example of collaborative working in the visitor economy, with all local authorities in Suffolk and Norfolk supporting the work of the DMOs to encourage more visitors and grow what is already the region’s largest sector and biggest employer,’ said Visit East of England chairman Dr Andy Wood OBE.

‘There are cost of living pressures on everyone, but people will still want to take holidays, short breaks and days out if they can, so it’s important we have our brilliant destinations in the shop window – that’s what the ‘Naturally’ campaign does.’

‘This is also an important step in promoting responsible visits as we look to become one of the most sustainable tourism destinations in the UK,’ he added.

The ‘Naturally’ brand came about following extensive consultation with local authorities and DMOs. Norwich agency The Click were awarded the contract after it was put out to tender with a creative brief.

‘We were thrilled to do this work as we recognise how important tourism is to the region. ‘Naturally’ is a placemaking brand that really does have it all and is adaptable to work across all types of destinations, whether that’s a seaside resort, city, a National Park or Area of Outstanding Natural Beauty,’ said The Click Creative Director Bobby Burrage.

Naturally brand guidelines

The DMOs who are part of the VEE & Partners’ coalition are All About Ipswich, Bury St Edmunds and Beyond, Discover Newmarket, The Suffolk Coast and the Visit organisations of Great Yarmouth, West Norfolk, North Norfolk, The Broads and Norwich.

The local authorities involved are East Suffolk, West Suffolk, Babergh and Mid Suffolk, Ipswich Borough, King’s Lynn and West Norfolk, North Norfolk, Great Yarmouth Borough, South Norfolk, Breckland, Broadland, Norwich City and Norfolk County Council as well as The Broads Authority.