_Suffolk and Norfolk LVEP invest £120k in 'Come Hungry' Autumn campaign
Paid-for media promotion to benefit LVEP members and attract new staying visitors
The Suffolk and Norfolk Local Visitor Economy Partnership (LVEP) is investing £120,000 on a marketing and PR campaign to drive new staying visitors to the region this Autumn.
Progressing the ‘Naturally – A Welcome for All’ placemaking brand, the ‘Home of the Harvest’ promotion will use ‘Come Hungry’ as a call to action for people to book visits focused on enjoying the region’s superb food and drink as well as the broader tourism offering.
The key messaging will be: ‘Come Hungry… for flavour, for stories, for culture, for nature and for a place that welcomes everyone. This is an invitation, with food at its heart, nature in its rhythm and, naturally, a welcome for all.’
The target market for the campaign is 22-44-year-old pre-nesters who have more disposable income and can travel when they want, helping fulfil an LVEP objective to spread tourism demand seasonally and geographically across Suffolk and Norfolk.
The promotion will begin in July and run through to October.
Studio AntiGravity have been recruited to provide the creative element of the campaign and developed the ‘Come Hungry’ concept.
MP&Co will be supporting with digital services, maximising activity and delivering audience. Channels used will include Tik Tok, You Tube and Meta.
Luya will be providing PR services for the campaign, including influencer and press trips, a Long Table food and drink experience and ‘Home of the Harvest’ trail.
Pete Waters of the Suffolk and Norfolk LVEP said: ‘The foundations have been laid for the LVEP, particularly through the Destination Management Plan and new digital infrastructure for Visit East of England, Visit Suffolk and Visit Norfolk. Now we can concentrate on the thing that our tourism and hospitality businesses really need – more customers, coming to stay longer, and spending more money.’
‘I really want to thank the LVEP board for supporting this investment in driving new staying visitors to Suffolk and Norfolk this Autumn and to help raise awareness of East Anglia as a year-round destination.’
LVEP Commercial Development Manager Laura Gissing said: ‘This is a really exciting opportunity for LVEP members to get more exposure and more customers as we come out of the summer. We’ll be preparing partner toolkits for members to get involved and also having an online on-boarding session on July 14 to lay out all the ways members can get involved.’
Already an LVEP member?
We're now inviting expressions of interest from LVEP members who would like to be considered for the Come Hungry campaign.
Luya Agency Director Lottie Williams said: ‘We're delighted to be leading the national PR and Influencer outreach for Home of the Harvest. The East of England's food and farming story stands up against anywhere in the UK and our job is to make sure the rest of the country hears it. Drawing on LUYA's track record promoting major food, leisure and tourism destinations nationally, we'll be putting the region's producers and venues in front of the media and visitors who matter... all under one irresistible invitation to Come Hungry. It's a real moment for the region and the more members who get involved, the bigger the story we can tell.’
Rachel Cook, Studio Director at Studio AntiGravity said: ‘We’re really excited to be leading the marketing and creative direction for this bold new campaign, alongside our trusted partner MP&Co. We're excited to help shape an approach that celebrates East Anglia: inviting visitors in and giving them a reason to stay, while also giving partners and local businesses something they can confidently get behind.’
‘The region has so much flavour to bring to the forefront - stories to be told, experiences to be had and places to be discovered - so we're proud to be playing a part in turning that local offering into a memorable, engaging and commercially valuable campaign.’
Mike Pye, Managing Director at MP&Co said: ‘I’m incredibly excited to be involved in Home of the Harvest. Having grown up in Norfolk, this project feels personally meaningful to me, it’s a chance to help showcase a part of the country I know and love, while shining a light on the brilliant food, drink, culture, coast, countryside and experiences that Norfolk and Suffolk have to offer.’
‘What makes this campaign so exciting is the opportunity to bring together the region’s producers, places, people and stories in a way that inspires more visitors to come, stay and explore. Norfolk and Suffolk have so much character, creativity and natural beauty, and we’re really looking forward to helping tell that story through a campaign that feels distinctive, authentic and full of energy.’
Mary Harris of Bird Global, who has been helping develop the ‘Naturally – A Welcome for All’ placemaking brand, said: ‘Home of the Harvest showcases Norfolk and Suffolk at one of their richest and most atmospheric times of year. It celebrates the region’s naturally nourishing food and drink offer, while bringing together a cornucopia of seasonal landscapes, festivals, makers, culture and local experiences that give people so many reasons to come, stay and explore this autumn.’
'I want to thank all those organisations, businesses and individuals who contributed to our recent workshops to formulate the 'Home of the Harvest' plan - their input was invaluable in making this happen.'
Not yet an LVEP member?
The Come Hungry campaign is exclusive to LVEP members. If you'd like to find out more about membership and future campaign opportunities, please get in touch.
Email Laura about becoming a member