#perfectchester Toolkit

#perfectchester-gallery-2

Background

#perfectchester is a campaign developed to showcase how our city provides perfect moments, memories and stories.

The campaign aims to raise the profile of Chester as a short break destination and has been developed with thanks to the financial support of our partners - Cheshire West and Chester Council, Best Western Premier Hallmark Hotel Chester The Queen, Chester Zoo, Chester Racecourse, Chester Cathedral, ChesterBoat, Grosvenor Shopping Centre, Storyhouse, Blue Planet Aquarium, National Waterways Museum and Cheshire Oaks.

The campaign is to be launched on Thursday 30th June via social media, with an initial blast from 12-3pm on @VisitChester_ Twitter account, and we invite you to be a part of it.

Campaign Aim

The aim of the campaign is to engage with users to generate their own content from local community to business leaders, celebrities to visitors.  What makes their perfect day out in Chester – is it a perfect meal, perfect riverside picnic, perfect mooch along the rows, perfect alfresco coffee, perfect selfie with a giraffe.

The campaign will use a variety of media channels to:

  • capitalise on Chester’s brand positioning strength through Cheshire’s perceived lifestyle
  • create and promote a # campaign on Twitter/Instagram with user generated content to promote the destination

How can you help?

There are a number of ways to engage and add momentum to the campaign:

  • Use #perfecthester on your social media channels to share your business’ perfect moments
  • Encourage friends, family and employees to engage by sharing their perfect Chester moments through social media with striking images and stories using the hashtag #perfectchester
  • Write a short blog on your perfect day in Chester, where you like to go, what you like to do to help build itineraries – share with us and your channels
  • Carry the campaign strapline on all communications
  • Take part in ‘tweet of the week’/ ‘image of the week’ challenge
  • Provide your own #perfectchester moment through personal channels

Creating your own moments

It’s easy to participate.  You can create your own perfect moment.  Simply upload an image to Twitter or Instagram and add #perfectchester in your tweet or post. The easiest way to judge if it's a perfect moment is to ask yourself, is this worth shouting about?!

Take a look at our advice on how to capture that moment from our toolkit which can be found here.

What makes a #perfectchester moment?

A #perfectchester moment is what is special to you. It can be anything which conveys that emotion and sense of perfection to you.  We recognise you will all have a different sense of a perfect moment, from five star luxuries to a picnic on the river, a scenic image to a selfie with your friends or loved ones.

We are keen to see the whole spectrum of moments, from a tranquil boat trip down the river to visiting the animals at Chester Zoo and Blue Planet Aquarium, taking afternoon tea, shopping, famous landmarks and monuments through to an unbelievable view from perhaps the Cathedral or the River, watching your favourite horse win at Chester Races, or the Open Air Theatre with a picnic. These moments capture intense and exciting moments featuring the newly discovered, secrets of Chester.

Getting your consumers involved

As well as creating your own #perfectchester moments, encourage your visitors to create and share their own moments too. Add a small sign next to an exhibit or on an advert, invite through social media to encourage social sharing. If you own a pub, restaurant or venue add a reminder to share their experience, or as a gateway to an incredible view, use an information board to remind people to capture the view and share through social media.

Working with PR and Press

As an integrated marketing campaign our destination PR activities will follow this approach and there are many opportunities for you to support visiting journalists. We intend to invite influencers to come to Chester and experience some of these incredible moments for themselves. If you have relationships or contacts with influential spokespeople, journalists, bloggers or personalities and would like them to be considered please let us know.

How we’re promoting the campaign

To support the social media and PR promotion of the campaign we have a schedule of national advertising in place to promote the destination. Activity includes;  6-sheet posters at Milton Keynes Railway Station, press ads in geo-targeted newspapers (Midlands & South East) geo-targeted digital advertising with Mail Online and Daily Telegraph. In addition to this we will run a geo/ demographically targeted social media PPC campaign, website takeover of www.visitchester.com and a series of bus backs and street-liners in partnership with Stagecoach.