The Coastal BID is a not-for-profit company run by a board of directors elected from the businesses involved. Voted in every five years, it aims to enhance Bournemouth as a vibrant, attractive, eventful, connected, safe and successful environment in which to do business.
To achieve this, we helped to develop the #LoveBournemouthBunnies – a campaign in which the public was invited to find eight golden bunnies. These bunnies were hidden across 90 businesses, moving every 3 days. To engage the public, DNPR devised fun clues for each business and location. Clues were posted on social media and printed each day in the Bournemouth Echo. When participants found the bunnies, they were encouraged to post ‘selfies’ with the hashtag #LoveBournemouthBunnies to win a range of prizes provided by local businesses.
Engaging and involving the general public, over 400 individuals entered the ‘selfie’ competition, with levy-paying businesses reporting significantly increased footfall.
Following its extensive impact on social media, the campaign helped to attract more visitors and increase the BID’s profile leading up to their YES campaign. This resulted in the Coastal BID being renewed for a further 5 years.