Experience the wild side

Visit Essex wanted to inspire people to reconnect with the natural world by exploring the county’s coastlines and estuaries. The goal was to increase footfall and local tourism spend while promoting the restorative benefits of time spent outdoors in nature.

Objective

To deliver a multi-channel campaign that encouraged both younger and older audiences to visit Essex’s natural attractions. The campaign aimed to support local economies, spotlight hidden coastal gems, and promote wellbeing by showcasing the benefits of reconnecting with nature in a post-pandemic context.

Strategy

Aphra developed a two-phase campaign using a paid media strategy across Facebook, Google Search & Discovery, and YouTube. To maximise engagement and inclusivity, we tailored creative messaging to two distinct demographics and continuously optimised pacing and targeting.

We introduced video content to elevate impact, replacing static assets mid-campaign to boost performance and resonance with audiences. This agile approach helped drive strong engagement while reinforcing the value of nature-based tourism.