Visit Blackpool – Summer 2025 Campaign

Visit Blackpool turned to Edison Media to lead their 2025 summer campaign, the first major activation since we won the account through tender. Our role was to take full responsibility for the town’s destination marketing, producing and delivering a campaign that captured the heart of Blackpool while driving tourism, overnight stays, and visitor spend.

Formats Used
TV commercial, Adsmart VOD, DOOH, radio 

Challenge
Blackpool is a place loaded with nostalgia, but it faces strong competition from other UK holiday destinations and overseas travel. The challenge was to balance that heritage with a fresh approach that spoke to families today. The client needed a campaign that reminded people why Blackpool has been the UK’s family seaside destination for generations, while also proving its relevance for a new audience.

Approach
The campaign was built around a brand new TV commercial, produced entirely by Edison Media. The film told the story of a family’s trip to Blackpool, capturing the joy of shared moments across attractions, food spots, and overnight stays. It leaned into nostalgia without feeling dated, striking an emotional tone that connected with both older audiences who grew up with Blackpool and younger families looking to create memories of their own.

The TVC was amplified across Adsmart VOD, DOOH, radio, and digital platforms to ensure reach across multiple touchpoints. We used data to match placements with high-index family audiences and timed bursts with school holidays and peak travel windows. Creative consistency was key: the nostalgic but upbeat tone carried across every channel, from large-format OOH banners to targeted social ads.

Results
The campaign drove a significant uplift in visitor interest, with Blackpool seeing record web traffic during the campaign period. Visitor numbers, overnight stays, and attraction bookings all rose compared to the previous summer. The TVC generated strong engagement on social channels, with audiences sharing it as a reminder of Blackpool’s unique appeal. Independent tracking showed that the campaign increased both awareness and consideration, achieving all targets set out at the start of the project.

Impact
Winning the Visit Blackpool account was a milestone for Edison Media, fitting directly into our five-year plan of building stability through major tender wins. The summer campaign proved the strength of that partnership, showing how a clear story and multi-channel activation can reignite love for a destination and deliver measurable results for the local economy.

Quote

“The team have been super receptive, really showcasing what blackpool has to offer. Blackpool is a resort built on smiles and thats exactly what the advert is projecting and conveying. The result has been absolutely fantastic and were really pleased.”

 — Kyle Murray, Marketing Director, Blackpool Leisure