Our work Destination Plymouth
Destination Plymouth is a private/public sector partnership. Its role is to increase visitors to the city and surrounding area, grow visitor spend and tourism-related jobs. Funded by Plymouth City Council, Plymouth City Centre Company and Plymouth Waterfront Partnership alongside membership income and support from businesses across the city and surrounding area.
Four Media Group was appointed to run Destination Plymouth’s national visitor PR campaign, to raise awareness of the destination and champion its USP in the UK media. Various flagship events were to provide news hooks for the destination commentary.
PR was also required to raise the profile of a number of key landmarks and cultural milestones including the new museum, gallery and archive The Box and the Mayflower 400 commemorations marking the anniversary of the Pilgrim Father’s sailing from Plymouth to the New World. And key visitor attractions, such as the National Marine Aquarium, along with the general appeal of the cityscape, were to be highlighted to position the city as a must-see location for various core visitor demographics.
Destination profiling saw us identify potential media coverage in relevant media targets, secure interviews for key project representatives in travel trade and business press and highlight business success stories and positive news. Four Media Group also secured press trips with target media and worked with several travel and lifestyle influencers and bloggers. We ensured that all PR results were amplified through Destination Plymouth’s social media and evolved the existing social media strategy to a new level. In addition, we worked with strategic partners including Visit England to ensure that all elements of these partnerships were leveraged from a PR and communications perspective.
More than 180 pieces of coverage in national regional, business, consumer and travel media and blogs, in print and online. Destination Plymouth featured in media outlets including MSN, The Independent, The Sunday Times, The Daily Express, The Daily Star, The Sunday Mirror, British Travel Journal, Just Entrepreneurs, The Telegraph, Daily Mail, The Sun, Hello!, Town & Country, The I Paper, Yahoo, ITV News, National Geographic, Buzzfeed, Evening Standard, The Guardian.
Opportunities to view the coverage totalled more than 1billion and Four Media Group continues to provide ongoing PR support for Destination Plymouth.