Positioning Bath as the ideal city for celebration, Visit Bath's Love Bath campaign finished at the end of March after two months highlighting the many things there are to love about the city.
Officially launching on Valentine’s Day to tie in with the increased interest surrounding romantic breaks, the campaign evolved to focus on those visiting Bath for more general special occasion breaks, from birthdays to anniversaries.
We also incited brand love for the city from both residents and visitors, encouraging our audience to reflect on why they love Bath and its iconic sights.
Digitally, Love Bath was a great success, with 47,866 views to a campaign landing page with a very high ‘return rate’, meaning that the average user viewed the page two and a half times over the campaign. Homepage views also increased by 268% during the campaign window compared to the same time last year.
The two e-newsletters we sent during Love Bath both achieved high click-through and open rates, and the competition featuring in one attracted over 17,000 entries (by means of comparison, our Bath at Christmas competition, which is always our biggest, had 18,000 entries), generating noticeable spikes in traffic on the day of sending.
Our PR activity also contributed to the success of the campaign. A competition to win a romantic break in Bath was placed in the Valentines Day-themed issue of Wedding Ideas, editorial was placed and written for Somerset Life, and a Valentine’s Day press release supporting Love Bath was sent to local, regional and national media, all of which resulted in a total reach of 746,000.