Watch ‘Raw Suffolk’ campaign video invite younger visitors to enjoy ‘thrills, adventure and pure indulgence’
PUBLISHED: 13:29 20 January 2018 | UPDATED: 13:29 20 January 2018
Tourism leaders in Suffolk have teamed up to entice high-spending younger visitors to the county and place it on their “must-visit” list.
The “Raw Suffolk” campaign has seen towns and villages in the county collaborate to attract the lucrative under-35s market.
With a stylish video featuring attractions such as Felixstowe, Beccles, Kenton Hall Estate and Ipswich Waterfront, Raw Suffolk aims to show off the county’s attractions to an audience, which values “authenticity and experimental tourism”.
Research shows under-35s are high spenders out of season, make more trips than any other group and are particularly interested in outdoor activity and adventure as well healthy food and drink.
Suffolk and its coastline is said to be well placed to take advantage of this market to deliver family holidays, short breaks and “romantic escapes”. The county’s closeness to London makes it “ideally situated” to appeal to younger visitors who are “constrained by time” and want to get the most out of their break.
Raw Suffolk is led by Suffolk’s destination management organisations – All About Ipswich, Bury St Edmunds & Beyond, The Suffolk Coast and Heart of Suffolk under Babergh and Mid Suffolk District Council, supported by Visit Suffolk.
Its four key themes are “adventure”, focusing on Suffolk’s coastlines, countryside and rivers; “food and drink”, including pub lunches, fresh seafood and farmers’ markets; “wellness”, such as peaceful spots and “unexpected experiences” in which visitors can learn unique skills or enjoy culture with a twist.
Julian Evans from The Suffolk Coast said the campaign used “extremely high quality,” content in recognition of the “discerning” nature of the audience, and had involved working with bloggers.
All About Ipswich’s Jack Cripps said it was “great” to be working with other organisations and “combining our passions to maximise the message Suffolk is a wonderful place to visit”.
Sue Warren from Bury St Edmunds & Beyond said Suffolk had a great offer to encourage more people to stay for longer.
Tracey Brinkley from BMSDC said businesses had created brilliant offers for the campaign.
Amanda Bond from Visit Suffolk said the campaign “presents a smorgasbord of thrills, adventure and pure indulgence in one simple dose”.