Lancashire Short Breaks - The Midas touch. Turning a box of old coupons into £8.267m!

Prior to 1999, Lancashire had done very little marketing activity. However, in September of that year, the Lancashire Tourism Partnership approached Radford with a very simple brief: to ‘do something’ with their existing customer database, which at that time was little more than a box of old coupons and spreadsheets.
Agency: Radford Advertising Marketing LtdAuthors: Claire Longfield, Tony Openshaw and Catherine Warrington

Lancashire Short Breaks Campaign – The Midas touch. Turning a Box of Old Coupons into £8,267 m

INTRODUCTION

The Lancashire Tourism Partnership...