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| Creating a Big Buzz for Kent |
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The third annual Kent Big Day Out, offering 17,000 free tickets to county attractions, saw 10,500 tickets downloaded in just seven hours at its launch at 10am on March 3.
Kent’s Big Day Out, held to promote tourism in the run-up to the 2012 London Games, once again proved it has a place in people’s hearts and minds as they applied for free entry to venues ranging from stately homes and gardens to golf courses and adventure trails.
The brief, from the client Visit Kent at Kent County Council, is to support Kent’s £2.5bn tourism sector and 50,669 people it employs, and to boost visitor, family and friends’ visits to the county’s varied tourist attractions.
Maxim has secured the support of 12 multi-media partners, providing blanket coverage in the build-up to the day, with more than 150 attractions taking part in the 2009 event, which takes place on Saturday March 28.
The continuing success of the campaign was presented by Maxim director Andrew Metcalf at the inaugural meeting of the Kent branch of the CIPR (Chartered Institute of Public Relations) in Maidstone.
He reflected on the 2008 event, the second year Maxim had run the campaign.
He told his audience that in 2008 Maxim had secured the support of 10 media partners across Kent, ensuring television, radio, newspaper and online coverage. A buzz of anticipation was created in the countdown to the release date of the free tickets.
The campaign generated advertising value equivalent of £450,000 and was a finalist in the CIPR Home Counties PRide Awards. Maxim was appointed by Visit Kent to publicise the third Kent Big Day Out.
Andrew, of the Tunbridge Wells-based agency, said: “Kent’s Big Day Out is now a hugely anticipated annual fixture in the county’s calendar and we are proud to be associated with it. Tourism is vital to the county’s economy and thousands of people’s livelihoods.
“When Kent residents visit an attraction and enjoy the experience, they tell their family and friends. Word of mouth recommendation is a powerful tool which makes the Kent Big Day Out a winner for all concerned.”
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