In September, Visit Bath ran a campaign to celebrate the city’s heritage and promote its diverse range of attractions. Remarkable Bath exposed the fascinating stories behind extraordinary places and people throughout the city’s history, from its legendary beginnings to the present day.
The campaign targeted a wide demographic of potential visitors and encouraged them to make the trip to Bath, with a call-to-action to find accommodation.
To enable us to promote the campaign we worked with eight key partners across the city: The National Trust, The Francis Hotel, The Jane Austen Centre, The Holburne Museum, Abbey Hotel, Heritage Services, The Roseate Villa and Thermae Bath Spa.
We also developed a series of illustrations showcasing a selection of Bath’s remarkable characters. Heatmapping on the website shows that over 50% of visitors read down the campaign landing page to include the Remarkable character biographies.
Alongside a competition which received over 4,000 entries, and e-newsletters, the campaign was promoted digitally via paid Google and Facebook advertising, as well as through PR, and regular social media activity. As a result, overall site traffic increased by 3% during the campaign at a time when it would normally decline post-summer holidays and the landing page attracted just over 30,000 views, making it the fourth most popular page on the website.
The campaign was successful in showcasing all that is unique about Bath and reminding visitors of its remarkable offering.