The Brief
The South Devon Railway (SDR), a heritage steam railway in Devon, England, is a popular tourist attraction, offering scenic journeys along the River Dart. Facing growing competition in the leisure market, SDR saw the need to boost its visibility and attract a wider audience. To achieve this, they partnered with us, an agency specialising in tourism promotion. This case study explores the marketing strategies used and the results of these efforts.
Matt and his team are a pleasure to work with. Since appointing them we have noticed a significant increase in bookings especially for our added value products. They quickly grasped the complexities of our business as a Heritage Railway operating as a major tourist attraction and have implemented some highly effective campaigns on our behalf. Their experience of the regional leisure sector and local PR is proving exceptionally useful.
- Alan Taylor South Devon Railway
The Strategy
We crafted a marketing strategy blending traditional advertising with modern digital techniques, divided into key areas:
Targeted Digital Campaigns using social media advertising targeting platforms like Facebook and Instagram, focusing on families, railway enthusiasts, and Devon tourists as well as collaborating with travel bloggers and local influencers producing authentic content about the railway.
Content Marketing creating engaging content on the SDR website highlighted events and local attractions as well as newsletter campaigns promoting events, offers and new attractions.
PR utilising media coverage securing local, regional, and national exposure in newspapers, magazines, and radio. as well as press releases announcing themed events and new attractions.
The strategy was executed in phases with continuous performance monitoring. Digital campaigns, high-quality blogs, and event promotions, such as the "Murder Mystery," were central to the approach.
The Results
The marketing campaign delivered significant positive outcomes for South Devon Railway:
Increased Visitor Numbers: Visitor numbers saw a 4% increase year-over-year, with a notable rise in family and younger demographics.
Higher Online Engagement: The railway’s social media following grew by 22%, and website traffic increased by 25%. Online event ticket sales also saw a 18% boost.
Enhanced Brand Awareness: South Devon Railway received extensive media coverage, establishing it as a key attraction in Devon. The influencer campaigns resulted in thousands of likes and shares, further amplifying the railway’s visibility. The AVE for the railway hit more than £1,100,000 with a reach of 228,751,446
Successful Events: Events like “Rails and Ales” had a positive increase in advance bookings, and overall event attendance increased by 24%.
The partnership between South Devon Railway and Destination Marketing successfully revitalised the railway’s marketing approach, leading to increased visibility, higher visitor numbers, and enhanced engagement with a broader audience. By combining traditional marketing techniques with modern digital strategies, Destination Marketing helped position South Devon Railway as a premier tourist attraction in Devon, ensuring its continued success in a competitive market.
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