Marketing Campaigns

Visit Exeter runs themed marketing campaigns throughout the year, focusing on seasonal content and events. We also have a series of 'always-on' campaigns, in which content is continually updated to ensure it is fresh and relevant. The always-on campaigns have search engine optimised landing pages, and content is promoted where possible through relevant external channels.

Current always-on campaigns include:

• UNESCO City of Literature
• Dog-friendly Exeter
• Exeter by Train

We post regular blog articles on our website, which are promoted through our social media channels. Visit Exeter members are included in relevant campaign content, and can also get involved with hosting press trips. Find out more about becoming a member here.

Christmas in Exeter campaign

We are working with the Business Improvement District (InExeter) on this year's Experience the Magic of Christmas in Exeter campaign. 

The aim of the campaign is to create a unified and vibrant message that showcases all Exeter has to offer—from its stunning Christmas lights and lively markets to its unbeatable shopping, dining, and entertainment options, putting it on the map as the must-visit destination in the South West this festive season.

Activity will include:

• Posters & digital screens across the city, featuring the Christmas creative, with a QR code linking to the Visit Exeter Christmas landing page
• Out of Home advertising, including Stagecoach bus advertising
• Leaflets distributed to Visitor Information Points, key events locations in the city, hotels and businesses
• Digital advertising campaign through social media and the Google Display Network

The call-to-action for all activity will be www.visitexeter.com/Christmas. 

Summer in Exeter campaign

This campaign aimed to highlight things to see and do in Exeter over the summer months.

Activitie included:

• Website langing page, with inspiration on things to do and what's on: www.visitexeter.com/summer. 
• A series of regular blog posts, promoting events, festivals and things to do for families
• Printed postcards distributed to the Exeter Visitor Information Points, listing summer events
• Attended the Devon County Show to promote what's on in Exeter this summer 
• Large posters displayed at stations on the GWR network, featuring summer imagery with a QR code linking to the website landing page. Posters can be found at the following locations: Barnstaple, Copplestone, Dawlish, Dawlish Warren, Digby & Sowton, Eggesford, Exeter Central, Exeter St Davids, Exeter St Thomas, Exmouth, Kings Nympton, Morchard Road, Newton Abbot, Paignton, Plymouth, Starcross, Taunton, Tiverton Parkway, Torquay, Weston-Super-Mare
• Paid digital campaign on the Google Display Network, retargeting visitors to the website

Exeter by Train campaign

Co-funded by GWR, the aim of this campaign was to highlight the ease of travelling by train to Exeter, and onwards within the surrounding region. 

Suggested themed itineraries were created and published on a website landing page: www.visitexeter.com/GWR. A series of videos were also created, highlighting things to see and do in Exeter when arriving by train.

Content was promoted through a digital campaign, including email, social media, and targeted adverts on the Google Display Network - see examples below. 

Results

Over the past 12 month campaign period, the landing page has had 22,000 views. The digital advertising campaign reached in excess of 2.6 million people. 

UNESCO City of Literature campaign

In 2024, Exeter celebrated its 5 year anniversary as a UNESCO City of Literature. We worked with the Exeter City of Literature team on a campaign co-funded by South Western Railway's Customer & Communities Fund, to promote Exeter as a destination for literary tourism.

Marketing activities included the creation of a website landing page, a reprint and digitisation of the Exeter Literary Map, a digital advertising campaign through the Google Display Network and social media, and a collaboration with three content creators in London and the West Midlands.

Results

The campaign has to date reached over one million people, with 24,000 visits to the website landing page.