We run an integrated PR campaign for Visit Winchester, with our travel PR team using traditional media public relations and social media to promote events, accommodation deals and Winchester’s strong festival scene.
A regular press trip campaign focuses on achieving destination-led features in national and regional press.
Our online voice comes through @King_Alf (former King of Wessex and Twitter’s ‘man about town’) and a growing Facebook campaign, which enables direct interaction with fans of Winchester. This is mixed with Winchester City Council’s own YouTube videos, which showcase the city’s attractions, and its award winning website. To date, our online campaign has been shortlisted for three awards (winning Silver in one).
Within three months of starting the campaign, Flagship had exceeded the previous agency’s coverage value by 60% and delivered a 73:1 ROI on print coverage for 2009.
As part of our ongoing strategy, Flagship Consulting created a compelling social media skin identity to match King Alf’s unique and playful tone of voice. We were able to use the Great British background to tie in with Winchester’s own positioning as the perfect English city alongside VisitBritain’s “GREAT campaign”, adding interest and playfulness by aligning the avatar and header to create a dynamic and visually exciting composition. This ensures King Alf stands out and above the sea of avatars and Facebook page images, just as his royal self would have expected.