Lincolnshire Tourism is launching its first mobile campaign this week to pilot its recent investment in new marketing technologies. The three year plan aims to encourage people to visit attractions and locations while in the area, using innovative methods to deliver information and incentives to people while on the move.
Advertising response company TXT4 has been appointed to handle the campaign, which will feature an SMS call to action, enabling visitors to request further information, receive discounts and special offers, and even locate their nearest pub or tearoom by sending a text message.
The campaign, supported by funding from East Midlands Tourism, capitalises on recent movies filmed in the area, including The Da Vinci Code and Pride & Prejudice. Urging visitors to follow in the footsteps of the stars and visit the locations featured in the movies, signage and flyers advertise a range of discount vouchers, such as 2 for 1 admission, accessible by texting MOVIE to 84118. Aimed primarily at those who have already visited one of the attractions, the posters will be displayed at each location, as well as in tourist centres and hotels around Lincolnshire.
The campaign also promotes the Tastes of Lincolnshire, an initiative to publicise the best places to eat and drink in the region. Visitors can choose to receive details of their nearest gourmet restaurant, village caf or  tearoom to their handset by texting Goodtaste to 84118. TXT4s handset location technology pinpoints the exact whereabouts of the respondent and matches it against a database to send an instant reply with the requested information.
We want to target visitors while they are out and about to encourage them to move around the county, visiting as many attractions as possible says Lincolnshire Tourism Market Development Manager, David Jackson. Mobile provides a convenient and inexpensive way for visitors to access useful information, and is the ideal direct marketing tool, which we hope will help generate increased business benefits, visitors, and spend within the tourism industry in Lincolnshire.”