The Marketing Collective Expands with Sussex Top Attractions Takeover
Sussex Top Attractions Members with Kathy Richardson (fourth from left) and Jo Cooper, Founder of The Marketing Collective, far right.
The Marketing Collective Expands with Sussex Top Attractions Takeover
The Marketing Collective, known for its innovative collaborative approach to marketing visitor attractions, is making further inroads in southern England by taking over Sussex Top Attractions. This move reinforces the agency's belief in the power of collaboration, building on the impressive success of Hampshire's Top Attractions brand which has 74 members - the highest number in its 17-year history.
Hampshire's Top Attractions has seen a surge in key metrics over the past two years showing a strong recovery in tourism following a difficult few years. This has included a consistent 30% increase in website sessions for Q1 2024, a significant boost to its social media presence, and successful digital marketing campaigns. These results highlight the potential benefits of a collaborative model for attractions seeking greater visibility and engagement.
Collaborative Marketing: Embracing a New Mindset
While it's common for attractions to view others within their region as competitors, The Marketing Collective promotes a mindset shift. By joining forces, attractions gain valuable collective power, sharing resources and knowledge to achieve greater results than they could individually. Marketing Managers within the network gain support and share experiences, creating a culture of shared growth – a practice that proved particularly beneficial amidst the uncertainties of the COVID pandemic. Collaborating also expands an attraction's potential audience, drawing from the combined networks of member attractions and promoting the overall appeal of the region.
“We believe the future of tourism marketing lies in seeing potential partners, not just competitors. Collaboration unlocks resources, expands reach, and ultimately benefits everyone involved” says Jo Cooper, CEO and Founder at The Marketing Collective.
"When attractions work together, the whole region thrives. Our collaborative model isn't just about individual growth it is about what can be achieved together”
A New Era for Sussex Top Attractions: Digital Transformation & Leadership Transition
The Marketing Collective is eager to leverage its 20+ years of experience to usher in a new era for Sussex Top Attractions. While the brand has historically focused on print marketing with a wide distribution of over 1 million leaflets, digital strategies will now take center stage. This includes engaging social media campaigns, targeted email marketing, and robust search engine optimization (SEO) to enhance the brand's online visibility. Early indicators show promising results, with website traffic for Sussex Top Attractions already on the rise.
"We are thrilled about the forthcoming changes for Sussex Top Attractions and excited to partner with Jo and her team at The Marketing Collective," says Katie Rollings, Director at Fishers Adventure Farm and Sussex Top Attractions Board Member. "With their extensive expertise in this sector, we're confident this collaboration will greatly benefit numerous attractions in the region."
This transition comes on the heels of the retirement of Sussex Top Attractions' Secretary, Kathryn Richardson, who has tirelessly championed the brand and its members since 2010.
"Kathy has done a tremendous job establishing the brand, and we recognise the big shoes we have to fill. However, we are confident in our ability to elevate the region and its attractions through a strategic digital presence," added Jo.
The Marketing Collective's overarching mission remains unchanged: to inspire unforgettable experiences in Sussex, driving footfall to enhance the success of every member attraction.
Visit Sussex Top Attractions website for more information and ideas on days out across the region.