Blackpool turns to Advertising Principles for broader appeal

- Blackpool has switched its tourism business into Advertising Principles as part of efforts to boost the resort's appeal to a broader range of visitors.

- Blackpool has switched its tourism business into Advertising Principles as part of efforts to boost the resort's appeal to a broader range of visitors.

The change of agency reflects Blackpool's intent to present itself as a high quality UK holiday location following a wide range of improvements to its offering.

The Leeds shop was awarded the £500,000 full service account after a three-way pitch which also involved Manchester's Stowe Bowden Wilson, the incumbent on the business for the past six years.

The town's tourism bosses want to translate a series of small-scale improvements--from a new star rating for hotels to more efficient litter collection--into a more attractive offering.

Advertising Principles is currently working on a new campaign scheduled to break early next year to coincide with post-Christmas holiday bookings.

Phil Hesketh, the agency;s managing partner, said: "The problem with Blackpool is that it has very high awareness but the advertising only generates responses from people already pre-disposed towards it. 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 accumulated on behalf of its former Airtours client when it analysed people's changing holiday requirements at different stages of their lives.





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