Background
English Heritage exists to protect and promote England's spectacular historic environment and ensure that its past is researched and understood. The South East of England is particularly rich in historical sites and English Heritage were keen to raise awareness of this. This brief was a first for English Heritage as previously online advertising hadn't featured as part of the media mix.
Objectives
1. To inform potential family visitors about the activities and attractions offered in the region
2. To increase the number of visitors to the South East sites
Solution
As there was limited budget for this campaign, we avoided expensive blanket coverage with national title websites and took the approach of implementing strong banner placements on a range of regionally focused websites. We targeted sites which performed very strongly for key search phrases of relevance to our audience. It was crucial to take advantage of seasonal peaks. Summer is obviously a key time for English Heritage so the online campaign launched in July and ran through to the end of August.
Results
The media approach taken meant that the online ads were relevant to an audience who were actively looking for summer activities, rather than casual browsers. This resulted in click-through rates of 8%.
