Generating international coverage for Visit Hampshire's JaneAusten200 campaign

The Brief

2017 marked the 200th anniversary of the death of Jane Austen. We worked closely alongside Visit Hampshire, VisitBritain and VisitEngland to ensure this was a key news story for the world’s media.

Our Solution

Comprehensive press trip programme including working with VisitBritain on a ‘long and short haul’ press visit involving representatives from Japan, Russia, China, the US, Canada and Norway, as well as teaming up with VisitEngland to host some of the UK’s largest influencers as part of a group press trip.

What They Said

“An additional net of 265,500 visitors were attracted to Hampshire specifically because of the Jane Austen 200 events and activities in the summer of 2017. This resulted in an additional 69,600 bed nights in Hampshire, and an additional direct spend of £13.7 million”
South East Tourism Report 2018

The Results

Results included a 370 million estimated international media reach; £21 million estimated total economic impact to local tourism, organisations and businesses; 265,000 additional visitors participating in #JaneAusten200 events; 69,000 additional hospitality bedroom bookings

Skills & Services Delivered

Creative campaigns

Destination representation

Press trip management 

Press office representation

Content creation

Recent Work