Torbay: Rebirth of the English Riviera
Small budget campaign to promote Torbay as a holiday destination, and increase the number of visitors to the area. Objective: to boost the image for Torbay as up-market by branding it as the 'English Riviera'. Media: a stylish brochure with direct response feature. Also press and TV. Later radio, some posters, women's press. Evaluation: considerable increase in enquiries year on year, against a background of continued disinterest in holidaying in Britain.