Yarmouth tourist chiefs' Eastbourne trip
THE understated appeal of Eastbourne may seem far removed from the razzmatazz of the Golden Mile.But Great Yarmouth tourism bosses have been finding out how the south coast resort has rebranded its somewhat staid image.
THE understated appeal of Eastbourne may seem far removed from the razzmatazz of the Golden Mile.
But Great Yarmouth tourism bosses have been finding out how the south coast resort has rebranded its somewhat staid image.
The Change Your View campaign has been running for the last five years in a bid to change perceptions of the Sussex town.
It aims to widen the appeal of Eastbourne which has had a reputation as a retirement town.
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A party from Greater Yarmouth Tourism learnt about the marketing initiative during a study trip to the south coast that also included visits to Brighton and Hastings.
It was the latest in a series of annual fact finding visits to coastal resorts in Britain and Europe.
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Greater Yarmouth Tourism projects manager Karen Youngs said: “The trips are a chance to see how other resorts are marketed.
“Eastbourne had a reputation as god's waiting room and is trying to change that image. Like us their marketing budget is limited and it can take time to change perceptions.
“We were very impressed with the campaign, but Yarmouth does not need rebranding in that way.
“People know what Yarmouth is about - it is very much a traditional family seaside resort with great beaches and entertainment.”
After placing adverts on London Underground Eastbourne has switched this year to an online marketing campaign linked to the town's tourism website.
Hastings has also been trying to broaden its appeal with the restoration of the town's rows while Brighton has developed into a popular cultural destination hosting music and arts festivals.
Mrs Youngs said: “There are always things we learn on these trips and there's far more to be gained by co-operating with each other.”