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What we do
Tourism Campaigns
Driving Visitors, Spend, and Growth
In an increasingly competitive visitor economy, reaching new audiences at scale has never been more challenging. Rising media costs, fragmented stakeholders, and the complexity of coordinating multi-channel campaigns make it difficult for individual businesses to cut through. Many attractions, hospitality providers, and retail destinations also face the reality that day-trip visitors are no longer enough; sustainable growth comes from encouraging longer dwell time, higher in-destination spend, and repeat visitation.
Our national campaign programme aims to tackle these challenges by uniting the region’s leading attractions, hospitality businesses, retail centres, and transport providers into one coherent, data-led marketing approach.
By combining investment, expertise, and strategic storytelling, we can deliver integrated campaigns with national reach, grounded in insight and designed for measurable return on investment.
Our Model for Destination Marketing
Each campaign is anchored by a central creative theme that positions Chester and Cheshire as a premium, experience-led destination - aligning with our Destination Management Plan and its key themes and audiences. We execute content across paid and organic channels, including Meta, search and display, influencer partnerships, and Programmatic Digital Out of Home (PrDOOH) with targeted transport partnerships through Avanti West Coast and Transport for Wales. This mix influences audiences at multiple touchpoints, from travel intent to final booking, with the ability to track impact through to arrival in the destination.
Our approach is collaborative. Partners are integrated, and content is thematic. Itineraries encourage exploration beyond a single attraction, and travel inspiration builds in bucket-list activities. The result is a premium visitor experience that contributes towards increased dwell time, boosted secondary spend, and a stronger economic impact for the region.
Campaigns That Deliver Year-Round
In 2024, our A City with a Break campaign was the first regional campaign to unite both Avanti West Coast and Transport for Wales alongside Chester Zoo and Cheshire Oaks.
Delivering a reach of 4.1 million. Over a six-month period, the campaign received 75,000 landing page views and a 7% year-on-year increase in engagement. Rail arrivals into Chester during the peak summer period rose by 30%, while PrDOOH activity recorded 17% ad recall and a 50% consideration rate among those exposed. Affiliate income from rail partners delivered a direct financial return, proving campaign impact and value.
Our Christmas campaigns are an equally powerful driver of visitation. Chester’s renowned Christmas Markets, consistently ranked among the UK’s best, acting as a seasonal anchor for visitors, drawing in high-spend audiences seeking a festive city break.
The arrival of Lapland UK to Cheshire adds a nationally recognised premium family experience, creating an even more compelling reason to choose Cheshire for winter travel.
Christmas activity has delivered above-expected results, contributing to a 10% year-on-year growth in rail arrivals and record footfall in the city centre. Themed itineraries, influencer content, and targeted OOH around transport hubs has ensured visitors discover more of what Chester, and Cheshire had to offer, from boutique shopping and festive dining to cultural events and countryside escapes.
Beyond Marketing: The Economic Value
National campaigns do more than attract visitors; they create an ecosystem benefitting the wider destination. Contributing to national campaigns not only delivers a direct benefit to the partner but also longer stays mean more hotel bed nights, higher spend in restaurants and retail, and greater demand for cultural, leisure, and heritage experiences. This economic uplift strengthens the local visitor economy, supports jobs, and enhances Cheshire’s profile as a must-visit destination.
Join the Campaign
In 2025, our Find Your Chester campaign builds on this success with an experience-led narrative that invites visitors to discover their own version of the destination. Whether that means finding their wild side, or their style, or uncovering stories and discovering their own.
Supported by advanced retargeting through travel marketing specialists Sojern, and amplified through highly engaging influencer content, impactful station OOH, and strategically selected and highly visible digital placements, the campaign will, once again, connect thousands of potential visitors with premium experiences in Chester.
For partners, this cost-effective route means inclusion within a large-scale, data-driven campaign that aligns your brand with a strong destination identity, reaching highly qualified audiences, and delivering measurable returns.
