Soul Motion - Creative Social Media Agency
CASE STUDY
EXPLOREBCP.CO.UK
TRAILS CAMPAIGN
We were approached by the BCP Council Economic Development and Arts & Culture Teams, to deliver a digital campaign to promote the new cultural and heritage trails in the Bournemouth & Christchurch & Poole region and driving traffic to the new website that host the trails, ExploreBCP.co.uk. The intention behind this campaign was to engage certain 'new audience segments' highlighted in their recent visitor research, these being Nature & Culture and Active & Mindful that these trails had been developed in mind for.
CAMPAIGN
Digital awareness campaign promoting the new cultural and heritage Trails in the Bournemouth, Christchurch & Poole region. Driving traffic to new website.
CLIENT
BCP Council
(Economic Development Team and Arts & Culture Team)
WHEN
February - March 2025
BRIEF
Design and delivery of a digital campaign to raise awareness of a new series of cultural and heritage trails in Bournemouth, Christchurch and Poole that would appeal to ‘Nature and Culture’ and ‘Active and Mindful’ visitors.
OUR RESPONSE
We developed several campaign concept options for the client to choose from based on their brief of promoting the trails to two distinct target audiences, alongside a proposed comprehensive media plan that focused on the 4 platforms of organic posting on Facebook & Instagram, Meta Ads & Google Display Ads. Consultation with the client on these elements then informed the further development of the creative: copyrighting and visual digital assets.
ACTIVITY PERIOD
27th February - 31st March 2025
GEO TARGETING
Somerset / South Midlands / Surrey / Wiltshire / Oxfordshire / Berkshire / Hampshire / Gloucestershire / (excl. Dorset)
PLACEMENT
Facebook Feed
Facebook Stories
Instagram Feed
Instagram Stories
Google Ads
CONTENT
Static Imagery
Instagram/Facebook Stories
Short Videos
TARGET MARKET
Active & Mindful
Nature & Culture
CHOSEN CAMPAIGN CONCEPT
Explore BCP - A Coastal Compass: Trails of Time, Culture & Nature
Tag Line: “Chart your journey and Explore Bournemouth, Christchurch & Poole"
This campaign invites everyone to embark on an unforgettable journey through the rich narratives and
stunning locations in Bournemouth, Christchurch, and Poole, emphasising the harmonious blend of historical significance, cultural depth, and natural beauty found
along the region’s diverse trails.
Navigate History
Discover the rich historical narratives along the Christchurch Cultural Trail and Writers’ Trail.
Engage with compelling stories and landmarks that reflect the town’s past, brought to life through digital trail guides on ExploreBCP.co.uk.
Embrace Nature
Experience the stunning landscapes of the Hengistbury Head Trail, where the beauty of nature invites reflection and appreciation.
ExploreBCP.co.uk provides resources to enhance your journey, connecting you with the diverse ecosystems, serene views and it’s ancient history along the way.
Discover Culture
Enjoy the vibrant cultural experiences available on the Poole Discovery Trail and Bournemouth Cultural Trail, where local arts and storytelling come together.
ExploreBCP.co.uk serves as the go-to resource for planning your visits and engaging with the unique cultural offerings of each town.
This campaign was designed to emphasise how each town contributes to the overall essence of BCP, inviting everyone to chart their journey through the rich offerings of Bournemouth, Christchurch, and Poole.
The tagline serves as a guiding call for exploration, inspiring individuals to discover the unique aspects of each destination.
RESULTS
With a predominantly social ad based campaign with supporting organic content running over a 4-week period, the client was incredibly pleased what was able to be achieved within this short time scale.
1,086,281
TOTAL IMPRESSIONS
62,421
TOTAL ENGAGEMENT
21,281
TOTAL CLICKS
14,147
TOTAL LINK CLICKS