Suffolk tourists will be targeted with ‘add kindness’ online ads

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Online ads targeted to those within a mile of Suffolk tourism hotspots are being used to encourage people to be kind and responsible this summer as the Covid-19 pandemic continues.

Suffolk County Council has confirmed it has launched a new campaign since the restrictions were eased on July 19 called ‘add cuteness’ encouraging people to always wear masks or to distance themselves socially in high-traffic areas , and become aware of those around them.

The advice uses geofencing – a location-based technique in digital advertising to target people in a specific location. This means that visitors and tourists who check their social media platforms while within a mile of major tourist areas will see the ads.

Council communications chiefs said it would help reach especially visiting people from outside the county who may not be aware of existing messages in the county.

Visitors to tourism hot spots like Southwold will be targeted in the new campaign Credit: ITV News

“We have launched a new campaign under the umbrella of ‘jab, test, protect the rest’ and this new campaign is called ‘add cuteness’,” communications manager Kate Dodd said at the meeting. last week of the Local Outbreaks Engagement Council, Police and Health Council. bosses.

“It was basically launched after the restrictions were eased on July 19 and encourages people to go out and live relatively normally this summer, but with more caution, consideration and kindness to those around us.

“It targets Suffolk residents, day trippers and tourists, and a lot of the work is centered online. This is where we reach the majority of people as quickly as possible, and if you’re outside of Suffolk, chances are you don’t know it – read our newspapers or check out our marketing materials.

“One of the things we’ve launched is called geofencing. That’s where you’ll see these ads on Facebook and Instagram, and if you’re within a mile of hot spots or tourist attractions, you will see a Covid ad appear on your feed.

Visitors to Sutton Hoo may view the ad online

“For example, if you are a mile and a half from Framlingham Castle, Sutton Hoo or some of our beaches, you will see the ad.

“It just means that through these hot spots, we can really target these people and really encourage them to think twice about their actions.”

The team also used the metrics to target events, such as Latitude Festival at Henham Park – where it got 40,000 impressions (the number of times the ad was posted on social media) – as well as Olly Walls in Newmarket last weekend.

The “jab, test, protect the rest” campaign also continues and aims to encourage people to embrace the vaccine offering and to continue testing twice a week to make sure they do not spread the disease. infection.

Latitudes Festival Credit: ITV Anglia

Suffolk County Council Chief and Outbreak Board Chairman Matthew Hicks said: “I think it’s really innovative to take that kind of approach with these targeting messages around our sites. tourist and other places.

“We get ads on our phones that pop up when you watch them, so why not get one on that. I think that’s a really good idea.”


Learn more about the coronavirus data in the ITV Anglia region


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