This multi-channel advertising campaign is aimed specifically at couples aged 50+, mid – mid/high affluence, and living in Bristol, Cardiff and South Wales – with the digital aspect of the campaign also targeting the South West.
It is fun and engaging and speaks directly to the audience. Following the same theme as the families campaign, the concept plays on the juxtaposition between people’s ‘everyday’ lives and their holiday in the English Riviera, showing the wealth of things to do and see in the area.
The campaign comprises:
- TV advertising via Sky AdSmart and ITVX. There are 3 TV adverts: you can watch them here:
- Paid for digital advertising on Meta, Google, and Trip Advisor – display and video
- Organic social media
- PR
The campaign is running throughout the year.
This new marketing campaign is being part-funded by South West Water following lost bookings across Devon as a result of the Cryptosporidium outbreak in Brixham last May.
Toolkit for local businesses
There are various creative assets available for you to use in your own marketing until the end of 2026, including videos and photography. This option is open to all levy payers and indeed to ALL businesses based in Brixham, no matter whether you are a tourism business or not.
To obtain the creative assets, you must first sign a licence agreement, agreeing to the terms of use of the imagery and videos. You can only use the assets until the end of 2026 due to the licencing arrangements with the actors, voice-over and soundtrack.
Please email alison@englishrivierabid.co.uk to request the assets. She will send a licence agreement. Once she has received the signed agreement, you will receive the assets via a secure download link.
Videos
There are three 30-second adverts and one longer video. These have been uploaded to the English Riviera YouTube channel and you can embed the link on to your own website. If you would like to use them for social media you will need the original files which are included in the assets.
Photos
There is a selection of photography that was taken on the days when the TV advert was shot. You are welcome to use these in any of your marketing until the end of 2026.
Social Media
Escape your everyday and trade in your daily routine for coastal strolls, delicious local cuisine, unforgettable adventures, and incredible sunsets.
The English Riviera in Devon is calling your name. From the charming towns of Brixham, Paignton, and Torquay to the stunning beaches and vibrant local culture, it’s the perfect destination for couples seeking to create memories that will last a lifetime!
https://www.englishriviera.co.uk/escape
#englishriviera #escapeyoureveryday #Devon
Digital
There is a dedicated landing page on the English Riviera website which will enable us to track the success of the advertising campaign – www.englishriviera.co.uk/escape
Hashtags
The ERBID encourages all of us to use the hashtags #englishriviera and #escapeyoureveryday in any of your social media posts. Encourage your customers to do the same if they are posting their holiday photos and videos on their on social media sites.
To receive images and video files for the Couples Campaign, please email alison@englishrivierabid.co.uk to request the Creative Assets Licensing Agreement form.
