Food for thought about the countryside

Client: Countryside Agency

> Video clip in RealPlayer
> Video clip in Windows media format
> Video clip in mpeg format
(these files require the appropriate media player to be installed on your PC, and vary in download size from 500k to 2mb)

In the aftermath of 2001 Foot and Mouth crisis, the 'Your Countryside You're Welcome' (YCYW) initiative was launched to kick-start the rural economy by restoring consumer confidence in countryside produce and promoting a return to rural attractions. This initiative was supported by more than 50 stake holders, with The Countryside Agency a key player.

Objectives: To encourage members of the public to support the rural economy by visiting its attractions and enjoying the wealth of good quality local produce available.

Strategy and Plan: AURA PR developed a regional campaign that focused on British Food Fortnight (BFF) and maximised the excellent relationships developed with YCYW partners including Heart of England Tourist Board and Government News Network. Tight time constraints made an 'event' impracticable so we devised a high impact campaign that allowed us to 'piggyback' on events already in preparation. Our strategy was to target members of the public on a local basis through radio, television and major regional evening titles.

Measurement and Evaluation: Carlton TV was sold the concept of a special interview to mark 'Breakfast in Bed Day' with an open air "in bed in a barn" interview between a Countryside Agency officer and reporter, appropriately attired in flannelette pyjamas and enjoying a cooked breakfast of local produce. Broadcast on one of Carlton's evening programmes, the piece included a viewers' competition to win a weekend away at one of the region's award winning B&Bs. It also provided another opportunity to reiterate the YCYW message regionally.

This television promotion was supported by the main daily newspapers across each of the five East Midlands counties, who ran reader competitions linked to different aspects of BFF, with prizes provided by regional farm food specialists and popular tourist attractions. Copy was written by our team to ensure the key campaign messages were integrated into each story and enhanced the Countryside Agency brand as the government's adviser on rural issues.

Results: During the two-week BFF campaign almost one million Opportunities To See (OTS), hear or read about the YCYW message were created. Strong local radio and press coverage was continued right through to Christmas with the promotion of special Christmas farmers' markets at key towns across the region.

BACK TO CASE STUDIES MAIN PAGE