Somerset’s profile as a great business destination has been given a boost in and around London thanks to a recent advertising campaign on catch-up TV channels.
A ‘Seize the Opportunity’ advert, commissioned by inward investment organisation Into Somerset, highlighted some of the impressive business people and businesses based in the county, including Dragons’ Den star Deborah Meaden, Glastonbury’s Michael Eavis and the global helicopter manufacturer AgustaWestland.
Targeting audiences within the M25, it featured on ITV Player and 4 on Demand from the end of October until the beginning of December last year, with a second wave on ITV Player throughout January 2015.
The advert was viewed more than 655,000 times across the two catch-up TV platforms, with the second phase in January generating a click-through rate to the Into Somerset website that is well above average and a 400% increase in website traffic. In addition, the advert generated almost 1,900 extra views via YouTube. Into Somerset’s Twitter following also increased significantly, with over 770 new followers located within the M25 catchment area.
The Point Marketing in Wells worked with Into Somerset on the campaign. Director Ross Pratten commented, “Whilst the recent Into Somerset Video On Demand activity was designed predominantly to create awareness, we were delighted to witness the second burst of catch-up TV activity surpassing average ITV Player CTR response levels by around a quarter. This excellent response was driven by carefully selecting high interest programmes such as Downton Abbey, Broadchurch and Mr Selfridge, thereby ensuring the Into Somerset message was reaching a relatively up-market and discerning target audience.”
Into Somerset Project Coordinator Lottie Francis said, “This is the first time that TV advertising has been used to promote Somerset’s business credentials and it’s certainly proved to be a big success. We’ve had unprecedented levels of interest online and total viewing figures of almost two thirds of a million. It has undoubtedly helped to raise awareness of the county as well as highlighting the high profile business people and companies that thrive here.”
The ‘Seize the Opportunity’ advert can be viewed at www.intosomerset.co.uk/seize-the-opportunity.htm
Into Somerset provides advice and support for entrepreneurs and companies of all sizes that are considering moving all or part of their business to Somerset. Since 2008, it has helped over 100 businesses relocate to the county, creating in excess of 1,100 jobs.
Pictured: Deborah Meaden in the Into Somerset ‘Seize the Opportunity’ advert