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27.01.03      
£2.75 million boost for Cornish tourism

This week sees the start of a brand new £1.79m campaign to market Cornwall as a year round destination for visitors which, as part of a £2.75m Objective One project, will generate more than £23m of extra revenue for Cornwall and an estimated 187 additional jobs.

The Destination Marketing campaign is supported by a 50% grant from Objective One and comprises a high profile advertising campaign in the national press, encouraging new visitors from a diverse range of markets that might not have previously considered Cornwall for a holiday or short break, particularly in the autumn, winter or spring. Supporting this is a targeted direct mail campaign which focuses on key markets in the South East and Midlands, as well as potential visitors in the Gatwick/Stansted areas to take advantage of the new improved air links.

This initiative breaks new ground and has already seen the setting up of an influential body, The Cornwall Tourism Forum, to ensure that the public and private sectors work effectively together. The Tourism Forum will oversee the running of this campaign which will continue for three years. Two staff have already been appointed with the Director arriving on 3rd February.

The Chair of the Tourism Forum, James Staughton, Managing Director of St Austell Brewery said: "This campaign is essential to the future of Cornwall's tourist industry. Promoting Cornwall as a year-round destination will help to further negate the problems associated with seasonality and at the same time it will greatly assist Cornwall's fight to gain a greater market share of the vitally important short break market."

The leading advertising and marketing agency, Golley Slater have been working closely with the Cornwall Tourism Forum to develop the Destination Marketing campaign. This follows research with focus groups representing a mix of recent visitors, lapsed visitors and non-visitors. New imagery will be used in the campaign based on this research which reflects Cornwall's key motivators: its unique environment, its culture and heritage, and its growing reputation for exciting activities and quality food and drink.

Deborah Smith, Head of Marketing at Cornwall Enterprise said: "This campaign has been developed by a close partnership which includes the District Councils and the Cornwall Tourist Board. It has also built on the knowledge gained through the first phase of Cornwall's Image and Brand project which is also funded by Objective One. Over the next year an exciting web portal will also be developed to pick-up future enquiries and showcase Cornwall in a modern and vibrant fashion."

John James, who was recently appointed as Development Manager for the Cornwall Commercial Tourism Federation, adds: "The fact that this project will also strengthen the voice of the private sector is of great importance. It will ensure that those businesses which make up this important sector have a more powerful say in future activity."

For further information on Destination Marketing contact Deborah Smith, Head of Marketing at Cornwall Enterprise on 01872 322912 or email deborah.smith@cornwallenterprise.co.uk

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Editor's notes:

For press information, please contact Deborah Smith, Head of Marketing at Cornwall Enterprise on 01872 322912 or deborah.smith@cornwallenterprise.co.uk

This £2.7m project has been made possible thanks to a £1,425,000 grant from the Objective One European Regional Development Fund (ERDF), with match funding provided by Cornwall Enterprise, Cornish District Councils, the South West of England Regional Development Agency (SWRDA) and the private sector.

Cornwall Enterprise is a the Economic Development arm of Cornwall County Council and aims to create prosperity for Cornwall.

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Jason Clark
Communications Manager
Objective One Partnership Office
Castle House
Pydar Street
Truro TR1 2UD
Tel: 01872 241379
Fax: 01872 241388

jason@dclark.co.uk

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