English Riviera BID Company
A Case Study
Problem
Tourism in the English Riviera faced a major crisis: a cryptosporidium outbreak poisoned the local water supply, generating nearly 4 billion negative impressions online. To recover, ERBID secured a large settlement from South West Water to rebuild the area’s reputation and drive tourism. They needed a campaign with serious reach. One that could counter bad press and reposition the region as a safe, family-friendly destination.
PROCESS
Having built trust with ERBID through smaller projects, we pitched the idea of leveraging Sky AdSmart for targeted TV advertising. Once funding was secured, ERBID commissioned us to produce a large-scale campaign, supported by a local marketing agency for distribution. We collaborated closely with the agency: they handled strategy and media, while we delivered the creative assets.
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PRODUCTION
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Campaign Focus: A/B/C creative targeting multiple demographics.
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Young families: Ads packed with waterparks, beaches, attractions, and fun.
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Older couples: Content focusing on walks, culture, and relaxation.
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Broader audiences: General tourism messaging.
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Scale (Series 1):
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4-day shoot across 16 locations and activities.
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Crew of 5, cast of 4 (2 kids, parents).
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Strict child labour laws required precision planning.
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Scale (Series 2):
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Another 4-day shoot, covering 18 locations.
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Same crew size and deliverables - a second full campaign built to the same standard.
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Deliverables:
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Hero TV ads for each audience segment.
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DOOH content for billboards and ad screens.
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Social cutdowns and platform-specific edits.
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Stills and screen grabs for supporting campaigns.
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PAYOFF
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Over 34 million digital impressions & 10 million video views across platforms.
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Contributed to record tourism numbers in the region, the highest in over a decade.
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MD of ERBID: “I haven’t seen results like this in my 12 years on the job.”
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Campaign hailed as a key factor in shifting sentiment after a PR disaster.
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Client returned for a second series of ads, proving both the success of the first campaign and the trust built in our team.
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