Advertising Principles to sell Blackpool’s quality image

Blackpool has switched its tourism business to Advertising Principles as part of its effort to broaden the appeal of the resort.

Blackpool has switched its tourism business to Advertising

Principles as part of its effort to broaden the appeal of the

resort.



The Leeds shop was awarded the pounds 500,000 full-service account after

a three-way pitch that also involved Manchester’s Stowe Bowden Wilson,

the incumbent on the business for the past six years.



The change of agency reflects Blackpool’s intent to present itself as a

high-quality UK holiday location. The town’s tourism bosses want to

translate a series of small-scale improvements - from a new star rating

system for hotels to more efficient litter collection - into a more

attractive offering.



Advertising Principles is working on a new campaign scheduled to break

early next year to coincide with post-Christmas holiday bookings.



’The problem with Blackpool is that it has very high awareness, but the

advertising only generates responses from people already predisposed

towards it,’ Phil Hesketh, the agency’s managing partner, said. ’The

town will always be known for candy floss. We have to make sure that

even the candy floss is seen as good quality.’



The agency’s brief is to come up with catch-all advertising that will

attract a wide range of potential visitors - from pensioners looking for

out-of-season breaks to parents with small children who normally shun

what the resort has to offer. ’One of the difficulties we have is coming

up with a campaign which will encompass all these people,’ Hesketh

added.



Advertising Principles aims to draw on expertise it gained when

analysing the changing holiday requirements of people at different

stages of their lives for a former client, Airtours.



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