A place marketing campaign to position Wigan as ‘the soul of the North’ achieved the best performing results of the last 12 months for one of the North West’s largest media groups.
Kenyons worked with Reach Solutions to deploy the activity as part of a successful place marketing campaign for Wigan Council, celebrating Wigan Borough as a leading visitor destination in the North West.
The print and digital campaign was commissioned and deployed across Reach Solutions’ relevant channels, where the campaign achieved the best results of any campaign Reach had run in the previous 12 months.
The Visit Wigan campaign ran across multiple online and offline channels, building awareness across a range of demographics, gaining wide-ranging, targeted audience engagement.
With Kenyons’ own chairman, Roger Kenyon, a Wigan native, this campaign has been one close to the heart – and soul – for the agency, putting the town and surrounding areas on the tourist map.
The campaign followed a place marketing strategy based on audience insights, integrating traditional media routes such as radio and local press, with digital tactics such as influencer marketing, YouTube advertising and creative content on Instagram Reels.
Lucy Downham, PR Manager at Wigan Council said: “Kenyons have brought their wealth of expertise to the Visit Wigan campaign, helping to establish our social channels with both creative and engaging content.
“We’ve developed a great relationship with the team and we very much look forward to working with them again in the future.”
Following the success of Visit Wigan, Kenyons are now working with Wigan Council on a Love Local campaign, encouraging the borough’s residents to shop locally and support independent businesses.
The campaign is spotlighting local businesspeople, placing them front and centre across all campaign creative, to position them as ambassadors and to bring local shoppers to their doors.
Rosie Kenyon, Managing Director at Kenyons commented: “We’re very pleased to have devised and implemented such a successful campaign with Wigan Council.
“As an agency, we love working closely and collaboratively with our clients, and our partnership with the council has been the key to the campaign’s success, pairing their local knowledge with our creative energy.”
Clio Young, Senior Marketing Manager at Kenyons, added: “Visit Wigan is another brilliant campaign to add to the agency’s portfolio of work across destination marketing, and it’s been great to spotlight Wigan as an up-and-coming attraction in the North of England.”
To find out more about the Visit Wigan campaign, please visit https://kenyons.co.uk/work/visit-wigan/
