In early 2025, when Visit Blackpool went out to tender for their seasonal destination campaigns, several well known agencies within the travel and tourism sector were in the running. What gave us the edge was the mix of creative ambition, proven results and a genuine understanding of the town and its audiences,” writes Miles Dagnall
Business Development Manager, Edison Media.
Our team knows Blackpool inside out. Many of us grew up visiting the resort, spending summers on the beach and winter nights under the lights. That lived experience, paired with data-driven insight and a clear creative vision, meant we could show exactly how to reconnect audiences with Blackpool while presenting it in a fresh, modern way.)
That lived knowledge, combined with our ability to capture and show data, gave our pitch depth and credibility. We showed how nostalgia and family fun could be brought to life through modern storytelling, and how the right targeting could reach families who were drifting toward cheap weekends abroad instead of rediscovering what is here on their doorstep. Our presentation didn’t just sell a campaign, it reminded people why Blackpool was once loved by millions and why it still should be.
We came up against well known, established names, but our creativity, approachability and clear strategy won the trust of the Visit Blackpool team. Securing the summer campaign was a major milestone for us as an agency. On the strength of that, we were also awarded the winter campaign, which has already been produced and is set to launch soon.
From the very beginning this was more than a client-agency relationship. We worked side by side with the in-house team, sharing ideas, testing scripts and shaping storyboards together. That way of working made sure the campaign felt true to Blackpool, not like something created at arm’s length.
Our knowledge of the resort gave us a head start. We understood the landmarks and traditions that hold real meaning, and we combined that instinct with data on footfall, search trends and audience profiling to build a clear picture of who we needed to reach and how. Every decision from casting to music to the final edit was made with both emotional connection and audience impact in mind.
The summer TV commercial captured why Blackpool matters to families and visitors of every generation across the North. The Tower, the arcades, fish and chips on the seafront, riding the Big One at the Pleasure Beach, familiar images that stir memories for anyone who has spent time there. It was created to strike a chord with people of all ages, whether by bringing back memories for older generations or inspiring younger ones to create their own. More than nostalgia, it showed everything that still makes Blackpool worth the trip today.
How the Campaign Ran
The campaign plan was grounded in a thorough understanding of the real audience. Families within a two-hour drive of Blackpool were the priority, but we also recognised an opportunity to attract new visitors from Glasgow and Edinburgh. Every channel was chosen with purpose, not just to build reach, but to connect with people in the moments where decisions about days out and short breaks are made.
On television and VOD, we went further than planned. More than 509,000 impressions were delivered against 479,000 booked, a clear sign that the media plan was working harder than expected. Performance improved sharply too, with click through rates rising over 3x what they had seen the year before. Cost per click reduced by over 82% compared YoY, showing that the creative and the targeting combined to produce both stronger impact and better value. Almost all impressions aired on TV during peak family viewing hours, keeping Blackpool front of mind at the right time of day.
Digital audio and radio added another layer. Over 1.06 million impressions were delivered, exceeding targets by almost 10%. What mattered most, however, was how people were listening: 77% of impressions came through smart speakers in the home, bringing Blackpool into kitchens and living rooms as part of daily routines.
Out of home extended the story onto the street. More than 11.2 million roadside impressions were delivered across the North West and Scotland. From the Trafford Centre in Manchester to high-profile 48 sheets in Glasgow and Edinburgh, the placements were chosen to hit busy family audiences in the places they shop, travel and spend their time.
Alongside the TV rollout, we managed Visit Blackpool’s social channels, extending the campaign where audiences spend most of their time. Content, posting and engagement were handled in-house, keeping the story consistent and sparking real conversations with families planning their visits. The results reinforced the strength of our social team, proving their ability to deliver campaigns that cut through and drive measurable impact.
One TikTok video alone reached 2.4 million views, proving the creative cut through with younger audiences. Influencer activity with more than 30 families delivered over 257,000 views, 8,000 likes and hundreds of comments, creating conversations about Blackpool in real time with real people. Instagram reels and posts added further reach and kept engagement high, with strong share and save rates showing how people wanted to come back to the content.
This mix of broadcast, outdoor, audio and social created a campaign that was both wide-reaching and personal. It connected with families where they were, and it reminded them why Blackpool is still worth the trip.
Audience Response
The response from audiences showed just how well the campaign connected. Parents aged 35 to 44 were the most engaged group, exactly who we were after, and proved to be the most efficient audience reached. Younger adults aged 16 to 24 also responded strongly to digital video, showing that Blackpool is not only about tradition but also relevant to a new generation planning their own trips.
Audiences connected with the campaign in different ways. Some responded to messages around value, while others engaged more with heritage and tradition. By striking this balance, the campaign spoke across generations and kept Blackpool relevant for both families and younger visitors.
The numbers underline the impact. Website visits rose by 45.9%, outperforming sector benchmarks by 10%. A further 13.8% increase in visits was directly attributed to campaign activity through digital tracking. Every major channel over-delivered on its targets, proving that the mix of planning, placement and creative was working harder than expected.
Importantly, the impact did not stop when the campaign ended. Social video and influencer content continued to circulate and generate engagement long after launch, keeping Blackpool in the conversation and extending the life of the campaign well beyond its paid activity.
What’s Next
The summer campaign proved what can happen when lived experience, creativity and data come together. It reminded people across the North why Blackpool holds such a special place in their lives, while showing younger audiences that it is still a place worth choosing over a quick all-inclusive break abroad.
For Edison, this was more than a successful rollout. Winning the tender against well known names in the travel and tourism sector was a milestone moment. It showed that an independent agency with the right ideas, the right understanding of audiences and the right way of working can deliver campaigns that not only compete, but outperform.
The results cemented that point. Uplift across every channel, stronger engagement from families, and digital content that kept working long after the campaign closed all proved that our disruptive approach was exactly what was needed.
Production for the winter commercial is already complete, and with the summer success as a foundation, the partnership with Visit Blackpool is only growing stronger. What began with a single pitch is now shaping how one of the UK’s best known destinations presents itself to millions.
