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

Claire Longfield, Tony Openshaw and Catherine Warrington

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 (LTP) was set up in 1997 to address a seven-year project named 'Raising the Profile'. The task was to develop a marketing strategy to raise the profile of Lancashire and to develop key market sectors. 'Short breaks' was identified as one such market.

Prior to 1999, Lancashire had done very little tourism marketing activity. Each of the district partners and numerous private-sector suppliers...

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