Transforming inbound investment marketing
Developing a new place brand and marketing strategy, with associated sales and marketing collateral and advertising.
Cornwall Development Company is the arms-length economic development company of Cornwall Council. On behalf of a range of stakeholders, they were designed to deliver a bespoke, business facing service and to deliver the economic vision and strategy for Cornwall. Invest in Cornwall was created to attract and support innovative, forward-thinking businesses into the region. It is focused on encouraging inward investment into the region to deliver its economic vision and strategy.
“Bell has been fantastic from creating our strategy through to the execution of our launch event. The Bell team continue to deliver added value, and we have found them to be great to work with – creative, professional and reliable”
Cornwall Development Company
The Cornwall Development Company asked Bell to develop a new place brand and marketing strategy, with associated sales and marketing collateral and advertising, to attract non-EU investors to Cornwall. Focusing upon how working in the county’s key investment sectors, such as renewable energy, marine and aerospace, was enhanced by Cornwall’s work/life balance, we developed the hugely successful ‘See The Light’ campaign.
At it’s heart was an actual bespoke neon sign, which became both the core campaign message and the visual identity. The campaign included a large media event in central London, a website, e-marketing, social media, printed direct mail and online advertising. We were given the specific objectives of drawing 10,800 unique visitors to the website and to help garner 80 ‘meaningful’ non-EU inward investment enquiries in 12 months.
We recommended aiming for US and Indian web traffic. Both figures were comfortably passed, with the majority (28.43%) coming from the US, with traffic from India joint second.
Our strategy demonstrated clear ROI with over 20% of unique website trafﬁc currently driven by the campaign.