RLA has been retained by Weymouth BID (Business Improvement District) to increase Weymouth's tourism business in the months outside of the summer holidays.

With a magnificent three mile stretch of golden sand, an abundance of great restaurants and outdoor pursuits, Weymouth has little trouble attracting tourists through the peak summer period. RLA were asked to respond to the challenge of how Weymouth could continue to support local businesses outside of the 10 week high that are reliant on the town's tourist industry.

RLA developed a new visual identity under the campaign umbrella 'We are Weymouth', based on the surprising and extensive range of things to see and do in and around the town. The first two-week advertising campaign launched in September 2014, focusing on promoting Weymouth as a great place for an out-of-season break. It targeted travellers from Southampton and Bristol, two relatively close major urban areas with direct rail links.

The integrated campaign featured six and 48 sheet outdoor advertising at Bristol and Southampton railway stations, regional radio and newspapers, including on-line placements, and an email campaign targeting 13,000 consumers falling into the highest potential demographics in the cities.

Driving response was a competition to win a short break to Weymouth.  Online display advertising, and especially social media, proved extremely effective at spreading word of mouth about the campaign.

Talking to visitors was only half the challenge.  The campaign also targeted coach and tour operators using Weymouth's new coach hub which opens next year and a £100m investment in the town infrastructure since the 2012 Olympics. RLA secured an exhibition spot at the Group Leisure Travel Show at the NEC, with unique trade-specific website landing pages and a trade e-marketing campaign.

All of this coincided with the launch of the 'We Are Weymouth' website, designed to bring all the campaign elements under one domain, held together with the 'We Are Weymouth' identity.  Although the campaign was paid for by larger Weymouth businesses, the website is open for all traders, hoteliers, event organisers and attraction owners - Weymouth BID understood the importance of presenting Weymouth with an all-encompassing website.

RLA is part of The Mission Marketing Group plc (the missiontm), the national marketing communications and advertising group including Addiction, April-Six, balloon dog, Big Communications, Bray Leino, Proof Communication, Robson Brown, Solaris, Splash Interactive, Story, ThinkBDW and Yucca.

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