Herefordshire is launching its first ever TV ad as part of a continued marketing drive to raise the county’s profile for staycations attracting more day and stay visitors to enjoy this tourist destination bordering Wales and hugged by the Malverns and the Brecon Beacons. View here.
The ad invites visitors to ‘Feel a World Away’ and enlists the talents of popular folk band, The Kilpecks who have composed the ad’s melodic soundtrack. It showcases relaxing times enjoyed amidst the county’s verdant landscapes and winding rivers as well as amazing local produce. It aims to convey the ‘essence’ of Herefordshire, its laid back vibe and that at the heart of the county are its people and food provenance.
The ad is part of the Covid tourism recovery marketing campaign funded by the Marches Local Enterprise Partnership (LEP)* which was launched last autumn and run by Visit Herefordshire Steering Group in conjunction with Herefordshire Council to help boost visitor numbers post lockdown and support the economy which has also seen the launch of the new brand and website for Visit Herefordshire.
Up until now Herefordshire has very much been under the radar from a tourism point of view, taking a much lower profile than neighbouring regions such as the Cotswolds. This ongoing campaign aims to rectify this and put the county on the map to drive economic recovery post Covid and showcase its finest assets.
The 30 second ad is a true collaboration between people who live in Herefordshire with the creative concept being developed by Leominster based agency Orphans and directed by filmmaker and photographer Venetia Dearden based in Hay on Wye. It will be rolled out on digital platforms immediately, supported by organic and paid for social media and will be aired on ITV Weekend from 9.30am on 24 July during Saturday Kitchen and on the Food Network.
Jo Hilditch, Chair of the Covid Tourism Recovery Steering Group appointed to manage Herefordshire’s tourism campaign, said:
“We wanted to work with Herefordshire finest to create an ad which gives us a strong identify as a destination and is also memorable. Our catchy soundtrack from The Kilpecks is a central part of this and we hope everyone will soon be humming away to what we hope will become an anthem for Herefordshire holidays and increased freedom transporting people to our green and delicious land.”
The ad showcases locations such as Garway Hill for its wide open spaces and wild ponies, a cider producer for the county’s signature orchard scenes, idyllic river Wye shots and farm to table feasting opportunities in the Black Mountains. It also stars Herefordshire’s own talent including lifestyle blogger @mamasparrow and @bentheoandrews an organic farmer based near Leominster.
Councillor Ellie Chowns, Cabinet member for environment, economy and skills for the council and a Steering Group member, said:
“Herefordshire is a beautiful place with so much to offer visitors, as this ad shows. Tourism is a vital and growing sector of our local economy, and we know this ad will help to further boost jobs by encouraging new visitors to discover the delights of the county.”
Helen Bowden, director of Orphans, said:
“We recognise that good food with local provenance is a huge draw for visitors and therefore our main theme including our legendary Herefordshire beef and craft ciders through the various foodie adventures people can enjoy. Having our own song is very special and we hope everyone living, working and visiting the county will enjoy singing along, I know I will!”