Insight
Visit Essex is the county’s tourism organisation.
The brief: “We need an Essex PR firm to help challenge the Essex stereotype. A negative image has prevailed for many years; it’s time to step up and change the conversation.”
Implementation
Research found the Essex stereotype was a barrier to people wanting to visit, study, live and invest in the county. Locals were also too embarrassed to say they were from Essex.
Concept: Let’s be bold and tongue in cheek. Let’s reveal the real Essex, get the people of Essex to become ambassadors for the county and show an alternative to the stereotype.
Campaign brand: #ThisisEssex. A media call for locals to step forward resulted in over 60 applications to front a calendar for Essex. Ambassadors included best-selling novelist, Martina Cole, UK’s women rally driver, Nabila Tejpar, Quantum Scientist, Dr Miles Adcock and comedian Ellie Taylor. We wanted to reveal the real Essex and also instil pride into the people of Essex.
The calendar of real people from Essex, shot in stunning Essex-based locations was launched in London to media. This was shown alongside a pop-up gallery of the images at King’s Cross.
Stars from the campaign were invited to take part in a film to dispel the Essex stereotype. Each ambassador took on one element of the stereotype to bust myths about being from Essex. The campaign gained its world premiere on BBC Breakfast.
Impact
Media relations campaign provided over 1 billion opportunities to see.
This Morning ran a five-minute feature and the campaign also provoked comment and a shift in image with positive features in all national newspapers as well as Conde Nast Traveller, Sky News, 5Live and all local media.
Launch in London provided 170,000 opportunities to see at King’s Cross. 58.8% of viewers to the pop-up gallery stated that it had positively changed their perception of Essex.
Film gained 459,000 views and gained positive sentiment, likes and shares.
The tide is turning: in late 2020 The Oxford English Dictionary removed the term ‘Essex Girl’ from its dictionary.
Media outlets, from Sky to The Times, cited #ThisisEssex in the shift of perceptions about Essex.
The campaign won a PRCA Dare regional and national award, plus a global shortlist, as well as a CIPR PRide Gold and Silver.
“The campaign really helped to instil pride into the people of Essex and made those from outside of the county take a second look at our people and places.
“We’re extremely proud of what Essex has to offer and will continue to highlight the amazing personalities, visitor attractions, landscapes, plus towns and city that make Essex extraordinary.
“It’s a delight to work Big Wave PR”
