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Tourism & Leisure
Tourism & Leisure
Eastbourne Targets Conference Buyers With a Change of View
Eastbourne Conference Office are targeting conference buyers with the Change Your View campaign, which proved so successful in the leisure sector.
Eastbourne Conference Office are targeting conference buyers with the Change Your View campaign, which proved so successful in the leisure sector.

Eastbourne Tourism began the major new marketing drive against the resorts perceived ‘Costa Geriatrica’ image in April, by unveiling the beginnings of a radical new awareness campaign which appeared in the London Underground.

The ‘Change Your View’ campaign challenges the popular notion that only the older generation can find fun in Eastbourne, highlighting the outdoor activities on offer, which make Eastbourne a vibrant conference destination.

With more and more conference delegates enjoying Eastbourne’s attractions, outdoor activities and evening entertainment, the Conference Office decided to roll the campaign out across the conference sector too. In the next few weeks 3,000 conference buyers across the UK will be receiving the ‘Change Your View’ postcards through the door, using popular images from the campaign.

The campaign marks the start of a new marketing strategy for the south coast resort, as its changing leisure and conference product begins to appeal more to the new generation of 35 plus leisure seekers and conference delegates, with windsurfing and cosmopolitan style eateries, as opposed to whist drives and tea dances.

The simple campaign format presents images of activities normally identified with younger and healthy lifestyles, and pitches them against stereotypical statements often used to describe the older generation.

The elderly image inducing references of ‘Afternoon Tea’, ‘Blue Rinse’ and ‘Thermals’ are visually represented in a different light with three striking images of activity. Golfers enjoy their ‘Afternoon Tea’ by teeing-off at one of the resorts four golf courses, followed by children playing in the sand surrounded by a dramatic ‘Blue Rinse’ across the sea and sky. Finally, ‘Thermals’ is represented by a paraglider riding a thermal air stream - just one of the resorts growing cluster of extreme sports and outdoor activities.

The campaign evolved with local agency PRG Publicity, and work continues with the promise of more thought provoking images to come.

Norman Kinnish, Director of Economy, Tourism & Environment for Eastbourne Borough Council said “It is time for businesses to take another look at Eastbourne. There is considerable investment going into conference facilities and hotels, including a new £8 million Cultural Centre which will add further conference and exhibition space in 2006.”

“New restaurants, shops and attractions continue to open up every month, all offering something new and exciting, including fine dining in our new seafront restaurants and cafes opening up by the beach from next year.”

For a copy of the Eastbourne Conference brochure contact the Conference Office on 01323 415437 or visit www.visiteastbourne.com/conferences.
19 May, 2004

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