Fife’s biggest ever consumer marketing campaign to promote The Kingdom of Fife as a short break destination during Autumn/Winter 2023/24 has been a huge success as results are unveiled.
The campaign ‘The Kingdom, where it all begins’ which ran from October 2023 to February 2024 targeting consumers in Scotland and North England, included a newly produced film, a targeted paid social media and digital advertising campaign, media partnerships with National Geographic Traveller and Coast Magazine, digital partnerships with online travel agents including Expedia, Hotels.com, Vrbo and Tripadvisor as well as a programme of travel blogger visits and exclusive podcast activity.
All campaign activity directed people to a bespoke landing page where they were further inspired to start planning their break.
Campaign highlights and results:
• Biggest marketing campaign to date, promoting the Kingdom of Fife to an audience of over 8 million
• Inspired over 46,000 potential visitors to visit welcometofife.com to find out more
• Created quality content that was viewed by over 40,000 potential visitors
• Online travel agent activity delivered over£341,000 gross bookings as a direct result of the campaign
• Produced inspirational online and social content that over 42,000 users actively engaged with via likes, comments, shares and saves
• National Geographic reported the Fife feature was one of their best performing articles ever
The campaign demonstrates the commitment Welcome to Fife has for the tourism industry in the region. Although 2022 proved to be a strong year following the pandemic with almost 6 million visitor days and nights spent in Fife, along with a hotel room occupancy rate 12% higher than the Scottish rate, Welcome to Fife are tenacious in their continued efforts to build the tourism economy for those businesses and employees in the area that are tourism focused.
Hilary Roberts, Fife Council's Tourism Partnerships Manager, said: “We are absolutely delighted with the results of our biggest ever marketing campaign which has exceeded all targets. We intend to build on this and are already planning what the next phase of this campaign will look like for later this year. We have so much to shout about as a region and are excited about the next phase of this campaign.”
Councillor Altany Craik, the council's spokesperson for Finance, Economy, and Strategic Planning, added: ”The campaign's success highlights the Kingdom of Fife's strong appeal to potential tourists. Our region, renowned for its picturesque landscapes, rich history, and diverse attractions, has captured the interest of many and the campaign has raised the profile of the region further and driven direct bookings."
