Visit Wigan campaign

Wigan Council was seeking a marketing agency to develop and execute an engaging place marketing campaign, designed to highlight the wealth of retail, leisure and cultural attractions within Wigan Borough and attract day-trippers and weekend visitors.

The campaign was made possible by funding from the Welcome Back Fund, part of the European Regional Development Fund (ERDF), designed to support councils to build back better post-pandemic.

The Visit Wigan campaign was to appeal to audiences within a two-hour commuting distance from Wigan. Beginning with a full brand strategy, this paved the way for a full campaign plan which encompassed a broad range of online and offline marketing and communications activities to showcase the very best destinations across the borough.

The strategic and promotional activities that Kenyons undertook on the Visit Wigan campaign included: 

  • Brand strategy

  • Organic social media management 

  • Paid social media boosting 

  • Media relations

  • Content marketing, including the creation of blogs incorporating SEO tactics

  • Influencer marketing

  • Content creation, including videography, photography, branded graphics and GIFs

  • External media across radio stations, digital screens, train stations and paid advertorial

  • Digital advertising on Google and YouTube

The campaign spanned six months and incorporated multiple channels in order to reach and influence audiences across multiple touchpoints. We wanted to attract audiences to experience all that the borough had on offer, with a keen focus on food and beverage, outdoor activities, cultural attractions, and retail and leisure.

Some of the key results we achieved are detailed below:

Throughout the full campaign, our digital advertising reached a wide range of audiences surrounding key locations in the North. 

  • Our Google ads reached 98,100 people. 

  • Our Facebook and Instagram adverts reached a combined overall audience of 611,096 people. 

  • Our YouTube pre-rolls reached 264,700 people. 

We also ran a content marketing campaign with Reach Plc, across the Manchester Evening News and the Liverpool Echo, with the campaign achieving the best results of any paid campaign Reach had run in the previous 12 months. Some of the key stats include:

  • The advertorial was viewed 11,500 times. 

  • The Facebook advert reached 66,601 people and was clicked 747 times. 

  • The Google Display Network ad reached 329,251 people and was clicked 2,910 times.