Tourism company determined to lead Bay in post-Covid recovery battle

Torbay Weekly

The company championing tourism and hospitality in Torbay is determined to lead the industry in the post-Covid recovery battle.

The English Riviera BID Company has launched a new all singing, all dancing destination website which will sit at the heart of everything it does to promote the resort and act as a springboard for that recovery.

The significantly upgraded ‘mobile first’ website features bold and stunning bespoke design, impactful imagery, video and inspiring content.

For the first time the new website also uses imagery sourced directly from social media, integrating approved user generated content through the adoption of Crowdriff to give the site a truly authentic and very engaging feel.

Full screen video with soundtrack is being used for the first time, making an immediate impact compelling the visitor to want to find out more.

‘’The new website which includes over 2,000 pages of original content includes the latest technology and notable additional functionality including new navigation,’’ said chief executive Carolyn Custerson

"’Our aim was to design a site which is easy and intuitive for visitors to research, book and design personalised itineraries combining all that the English Riviera has to offer.’’

Actively encouraging prospective visitors to book now, is a key message throughout the site with increased integrated online booking functionality for both accommodation and visitor experiences, including for the first-time integration with  TXGB to extend global reach.

Key sections on the new site include: Where to Stay, Things to Do, Food & Drink, Travel and Tourist Information, The English Riviera Blog, Be Inspired, Explore and an expanded What’s On section linking for the first time to the The List  to maximise promotion of events.

Every Levy Payer will be allocated a new style, self-managed Product Page/s on the website, including multiple images to promote their business, with the key role of the official English Riviera website to drive more direct traffic and enquiries to the business’s own website or social platforms.

Chairman Tim Godfrey said: “As one of the hardest hit sectors during the Covid-19 pandemic our focus now is on business recovery. By proactively promoting year-round visits through the redeveloped website and our growing social channels we are actively supporting our Levy Payers. Over 50 per cent of turnover was lost as a result of COVID-19 and now Omicron presents us all with major concerns.

"Maximising Staycation bookings for 2022 is of paramount importance and our National Advertising Campaign starts on January 3 to support the launch of the new website.’’

The new site will align to the ERBID2 Business Plan strategic objectives to extend the season based around lifestyle, wellbeing, outdoors and eco-tourism, retaining the ‘Naturally Inspiring’ branding and focusing on the promotion of the English Riviera’s Great Outdoors and related activities.

The new website is one of the ERBID company’s most important digital investments to date. The major new project is part of an onward investment of £3 million the company in continuing to deliver coordinated, professional Destination Marketing over the next five years, with the operation of ERBID2 starting in January 2022 and supporting over 1,000 local tourism businesses.

For the first time over 500 high profile advertising opportunities are now available for Levy Payers and Voluntary Contributors on the new website to invest in to further raise the profile of their business, generate more direct traffic, enquiries and bookings for their business.

The new website was developed in partnership with Simpleview, English Riviera Bid Company Executive Team, Eddie Bent Associates - Digital Marketing Consultancy, Gina Franchi - IMS Marketing, Tom Smith - Motiongrafix and Stephen Pearce – Social Media.