OUR CLIENT

Crieff’s Business Improvement District (BID) promotes the Perthshire market town of Crieff as a vibrant, attractive and safe place to work, shop, visit and live. Businesses in the area work together to invest in local improvements, all with the key priority of building a stronger tourism and events-based economy in Crieff. Together with Volpa, Crieff BID secured a marketing contract with Visit Scotland to develop a campaign – Taste the Adventure – aimed at making the Perthshire town a destination of choice for those seeking outdoor adventure and good food.

VOLPA’S CUNNINGLY GOOD SOLUTION

Volpa developed an integrated campaign which sought to position Crieff as an outdoor activity playground and a delicious hub of good taste, which would ultimately encourage potential holiday makers to book short breaks in the spring, summer and autumn tourist seasons. The objectives of the campaign were as follows:

  • Contribute to an increase in occupancy for accommodation providers
  • Contribute to an increase in footfall for retailers, activities providers and visitor attractions
  • Drive traffic to the Visit Crieff website
  • Drive social media reach of 1 million across the Visit Crieff social channels
  • Increase following and engagement on the Visit Crieff social media accounts
  • Drive 3000 views on the Visit Crieff Youtube channel

The campaign needed to highlight what would appeal to holiday makers who enjoyed the outdoors and good food. We focused on the amazing scenery Crieff has to offer, the easy reach from Scotland’s major cities and Crieff’s excellent range of independent shops.

Our creative team put together a range of high-quality digital marketing assets and commissioned images and video footage from specialist photographers to showcase the best of the urban landscape, stunning scenery and the delicious local food on offer in Crieff.

The ‘Taste the Adventure’ campaign was delivered across a full range of social media platforms to drive engagement and traffic to the Visit Crieff website. Our PR team crafted a series of informative blogs highlighting the hidden gems to be found in the area. We also reached out to travel, food and lifestyle bloggers to encourage them to experience Crieff as a holiday destination.

OUR CUNNINGLY GOOD RESULTS

‘Taste the Adventure’ delivered and exceeded the targets set by both Crieff BID and Visit Scotland who co-funded the campaign, all within budget. A a direct result, the town of Crieff has seen significant benefits. These include hotels and bed and breakfasts reporting an increase in business and a rise in footfall to the town centre. Crieff was cited as a good example of a proactive town centre by news outlets in response to a 2018 report into the performance of Scottish high streets.

More specifically, the campaign has delivered a social media following (spread over Facebook, Twitter and Instagram) for Crieff of over 5,200, with approximately 7,500 engaged Facebook users every month and video views exceeding 40,000 per month. Generally, social media activity exceeded a reach of 4 million, 305% above the target set by the client. Traffic to the Visit Crieff website has increased significantly with unique users up by 604% on the previous year and page views up by 24.7%. Traffic to the website from social media platforms is up 443% overall. The Visit Crieff YouTube channel views are now over 16,756 views, exceeding the target set by Visit Scotland by 458%.

The campaign was shortlisted as a finalist in the 2018 CIPR PRide Awards for Best Travel, Leisure or Tourism Campaign.