Blackpool Council and The Merlin Entertainments Group have teamed up with TBWA\Manchester in order to help put Blackpool back on the map as a legitimate holiday destination suitable for families this summer holiday. The campaign will be capitalising on the recent investments made in regenerating both the famous Blackpool seafront and the 'traditional' British holiday town itself, and will aim to communicate Blackpool's potential to the country's families. TBWA has experience working with the likes of French caravan giants Eurocamp and the toy shop chain Smyths, so seem perfectly poised to paint Blackpool as a desirable holiday location for families with young children.
The campaign will be capitalising on the recent investments made in regenerating both the famous Blackpool seafront and the 'traditional' British holiday town itself
The campaign premiered yesterday (Monday the 14th of July), and centres on a TV spot, which will be aired in the north and throughout Scotland. The spot, which was shot by Theo Delaney and will run through the summer months, focuses on showing Blackpool through the eyes of a child. It takes in everything from the famous Pleasure Beach to the Sealife Centre and Madame Tussauds, as well as the seaside and the iconic Blackpool Tower. The ad is fronted by an enthusiastic youngster who takes us through the sights and sounds (including a gaggle of pre-teen girls swooning deliriously at waxwork replicas of One Direction) of Blackpool, before closing out on the tagline, “It doesn't get better than Blackpool.” The ad is backed up by the bespoke 'Blackpool's Back' website, through which potential punters can buy tickets to events and attractions and watch the clip.
A still from the new TV spot featuring the Blackpool Pleasure Beach
The Merlin Entertainments Group's marketing director, Nicky Marsh said the idea was “To show families that used to visit the resort, but have been put off by negative perceptions a fresh view of Blackpool.” She also believes the campaign will help “Drive reappraisal from new families and young couples who wouldn’t usually have considered visiting.”
The TV spot, which was shot by Theo Delaney and will run through the summer months, focuses on showing Blackpool through the eyes of a child
Fergus McCallum, CEO of TBWA\Manchester, meanwhile, thinks the campaign restores “A little of Blackpool's innocence,” and brings back “The joy we all felt visiting as kids.” He says the agency believes the campaign “Has a huge amount of potential to connect with families and to show them the rejuvenated and vibrant new Blackpool that is developing.” It would appear that Blackpool is indeed back.
Benjamin Hiorns is a 28 year old freelance writer and musician from Kidderminster in the UK who visited Blackpool annually in his youth for the Blackpool Illuminations. He's genuinely considering a return trip at some point this summer.