VisitNorwich
OOH | Display | Paid Social | Paid Search | Video
Norwich was once England’s second city and benefits from a Norman Castle, two Cathedrals, and the largest open-air market in the country. Norwich is a UNESCO City of Literature, a ‘Cultured capital’ with 900 years of history, independent shopping, theatres and art galleries.
However, a recent perceptions study showed a ‘lack of awareness leaves many to assume by default there is nothing to know and not much going on in the city.’
We needed to combat this lack of perception, increase awareness of Norwich as a city break destination, show that Norwich offers unforgettable experiences, encourage spring breaks and drive visitors to the website.
The media was planned to reach and engage with people in the Midlands, East and Southeast of England, through research known to be the core geos, at multiple stages of the customer journey, including organic and paid social, programmatic display, search and OOH. Targeting was applied to four distinct audience segments to engage with different interest groups.
We planned a two-burst campaign, running an awareness phase in Autumn 2024 and CTA phase at the beginning of 2025. This two-phase approach gave us an opportunity to finesse creative and incorporate learnings.
Other than usual campaign metrics we used measurement of organic activity and footfall attribution to prove real-world success. This enabled us to holistically measure the campaign and proved we met and exceeded objectives with YoY growth across all relevant metrics.
Fabbrica are so good at what they do and how they do it, they now feel like an extension of our team! Unlike working with a larger agency, we enjoy a more committed, open and honest relationship where we are listened to. Fabbrica understand that our modest budgets have to work hard for us. And they make sure that they do. We work with Fabbrica for a reason - because they’re experts in their field and are great at communicating processes, advice and results - nothing is too much trouble for them. But it's not just about their work and expertise, they’re very personable which is just as important for us. Winning this award means the world to a small team like ours. But we couldn’t have done it without Fabbrica Media.
Mel March, PR & Marketing Manager (VisitNorwich), Norwich Business Improvement District
