TV advert boosts Somerset’s business credentials

Somerset’s profile as a great business destination has been given a boost in and around London thanks to a recent advertising campaign on catch-up TV channels.AgustaWestland helicopter still featured in Somerset 3D VOD advert

A ‘Seize the Opportunity’ advert, commissioned by inward investment organisation Somerset 3D, highlighted some of the impressive business people and businesses based in the county, including Dragons’ Den star Deborah Meaden, Glastonbury’s Michael Eavis and the global helicopter manufacturer AgustaWestland. Targeting audiences within the M25, it featured on ITV Player and 4 on Demand from the end of October until the beginning of December last year, with a second wave on ITV Player throughout January 2015.

The advert was viewed more than 655,000 times across the two catch-up TV platforms, with the second phase in January generating a click-through rate to the Somerset 3D website that is well above average and a 400% increase in website traffic. In addition, the advert generated almost 1,900 extra views via YouTube. Somerset 3D’s Twitter following also increased significantly, with over 770 new followers located within the M25 catchment area.Deborah Meaden in Somerset 3D advert

The Point Marketing in Wells worked with Somerset 3D on the campaign. Director Ross Pratten commented, “Whilst the recent Somerset 3D Video On Demand activity was designed predominantly to create awareness, we were delighted to witness the second burst of catch-up TV activity surpassing average ITV Player CTR response levels by around a quarter. This excellent response was driven by carefully selecting high interest programmes such as Downton Abbey, Broadchurch and Mr Selfridge, thereby ensuring the Somerset 3D message was reaching a relatively up-market and discerning target audience.”

Somerset 3D Project Coordinator Lottie Francis said, “This is the first time that TV advertising has been used to promote Somerset’s business credentials and it’s certainly proved to be a big success. We’ve had unprecedented levels of interest online and total viewing figures of almost two thirds of a million. It has undoubtedly helped to raise awareness of the county as well as highlighting the high profile business people and companies that thrive here.”

The ‘Seize the Opportunity’ advert can be viewed at Eavis at Glastonbury

Somerset 3D provides advice and support for entrepreneurs and companies of all sizes that are considering moving all or part of their business to Somerset. Since 2008, it has helped over 100 businesses relocate to the county, creating in excess of 1,100 jobs.


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