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Client Focus: The Coastal BID
Project

The Client

Background
  • COASTAL BUSINESS COMMUNITY
  • NOT-FOR-PROFIT
  • AIMS TO ENHANCE BOURNEMOUTH
  • ATTRACT MORE VISITORS
THE BOURNEMOUTH COASTAL BUSINESS IMPROVEMENT DISTRICT (BID), REPRESENTS APPROXIMATELY 660 ELIGIBLE LEVY-PAYING BUSINESSES ALONG BOURNEMOUTH’S COASTAL STRIP.

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.

The Brief

Our Objectives
  • EASTER CAMPAIGN
  • #LOVEBOURNEMOUTHBUNNIES
  • ENGAGE FAMILIES
  • ENCOURAGE VISITORS
THE COASTAL BID APPROACHED DARREN NORTHEAST PR FOR A SPECIFIC EASTER CAMPAIGN TO ATTRACT MORE FAMILIES AND OTHER VISITORS TO BOURNEMOUTH.

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.

The Results

Our Achievements
  • REGULAR EDITORIAL
  • SOCIAL MEDIA ENGAGEMENT
  • INCREASED FOOTFALL
THE DARREN NORTHEAST PR #LOVEBOURNEMOUTHBUNNIES CAMPAIGN HELPED TO INCREASE FOOTFALL IN THE EIGHT COASTAL BID TRADING DISTRICTS BY 3.1% DURING THE THREE WEEK EASTER PERIOD

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.

The Testimonial

“This has been one of our most successful campaigns to date and we thank DNPR for helping us to attract more visitors to Bournemouth. Together we’ve successfully promoted Bournemouth as a fun and activity led destination during Easter holidays.” ”
Stefan Krause, Bournemouth Coastal BID Manager