#SEhiddengems Marketing Campaign Showcase

Shortlisted for the Rail Business Award’s “Best marketing campaign” & “Digital & Social media excellence” and CIM’s The Travel Marketing Award’s “Integrated Campaign of the Year”

Lucy Bryant, Marketing

The opportunity… 

Create a 360° socially-led campaign harnessing the power of UGC to promote Southeastern’s summer sale.  Provide initial content to stimulate

engagement Encourage participation in the

campaign Amplify the participation back to a

wider audience

Introducing… ‘#SEhiddengems’  

#SEhiddengems entry: St. Dunstan in the East Church - Slavka

Lucy Bryant, Marketing

The creative…

Lucy Bryant, Marketing

1. ATL activity to communicate offer details – OOH, html5 ads, airtime, PPC, paid social + owned channels e.g. website, email

The creative…2. Launch on social with inspiring video blogs

3. Social partnership with Global Radio via Heart and Capital FM including a bespoke Hidden Gems social hub

Lucy Bryant, Marketing

The creative…

Lucy Bryant, Marketing

 4. Competition via social to win an iPhone 6

5. PR activity to launch a ‘world first’

The results… 

The campaign smashed its sales targets and delivered a competitive ROI, as well as delivering on other key objectives.

Lucy Bryant, Marketing