Blackpool is out to prove that it ‘has it all’, with the third year of running its highly successful ‘Blackpool’s Back’ campaign, launched in 2014.
With two years of impact, the campaign has created a positive shift in the perceptions of Blackpool, positioning it as a ‘family resort’ – highlighting the collection of world-renowned, family attraction brands and offers as if seen through the eyes of a child.
Omnibus research carried out in September 2015 showed that 66% of visitors were drawn to the resort for its range of family-friendly attractions and coastal location compared to 42% the previous year. The data also showed positive movements regarding perceptions of the resort with many highlighting the massive investment and regeneration, particularly along the promenade, resulting in a resort that’s more current than ever.
Interestingly, the campaign has been particularly well received by more affluent visitors, with ABC1 respondents exposed to the campaign significantly more likely to consider Blackpool as a destination. And, results show that the campaign has also worked to positively influence visitor satisfaction rates, on the increase for the second year running from 89% in 2014 to 93% in 2015 (84% 2013).
The campaign is a collaborative effort with Merlin Entertainments – which runs a host of attractions in the town including The Blackpool Tower, Madame Tussauds and SEA LIFE – together with VisitBlackpool, the tourism arm of the council, and supported by other key resort players.
This year will also see continued focus on driving traffic to the visitblackpool.com hub, providing potential visitors with crucial resort information including a jam-packed events programme, as well as giving an opportunity to book tickets and accommodation.
This summer, the new campaign #Blackpoolhasitall will ramp things up even further – new and exclusive for 2016 attractions include Ed Sheeran and Taylor Swift as the latest arrivals at Madame Tussauds in the new ‘Festival Fields’ attraction; the Silver Jubilee Circus Show at The Blackpool Tower Circus; SEA LIFE Jurassic Seas; and the 80th anniversary of the world renowned Hot Ice show at the Pleasure Beach.
Additionally, the UK’s largest indoor water park, Sandcastle celebrates 30 years and Nickelodeon is bringing SLIMEFEST to the resort and iconic West End shows including the Sound of Music, Ghost, Dirty Dancing and Footloose will be showcased at the Winter Garden’s Opera House.
For more information see visitblackpool.com