Digital Marketing strategy leads to a more social approach

VisitCornwall, the Cornwall Development Company tourism service, has launched its new micro site, www.ilovecornwall.com, following a complete review of its online and social media presence with Social Media consultant and trainer, Aren Grimshaw.

For the first time VisitCornwall has developed a Digital Marketing Strategy to cover all aspects of its online presence.  Over the past six months Aren Grimshaw has fed into and assisted with the development of the three year strategy, providing advice in scoping the strategy, guidance on best practice and the latest trends and technologies.  Aren has also delivered training to the entire VisitCornwall marketing team to generate buy in and support from the team and also ensure the tools are used effectively.

The Digital Marketing Strategy has led to the development of the I Love Cornwall micro site and the associate Facebook page, Twitter profile, YouTube channel and Flikr account.

Commenting on the launch of the new micro site, Aren Grimshaw said: “VisitCornwall has worked hard to identify new ways of communicating with its target market.  Through a number of round table discussions, planning sessions and by reviewing existing communication channels and customers segments, I was in a position to provide advice and guidance on a range of Social Media platforms and integration of the overall marketing approach, to help in the development of their strategy.

“The whole marketing team, including the head of tourism, have attended training sessions and it is clear that VisitCornwall understands the need to engage with its customers, shifting from broadcasting information to their customers, to communicating with them.  The social media channels are already showing signs of success with a high level of interaction across all platforms.”


The new I Love Cornwall micro-site from Visit Cornwall

The new micro site has been designed to be an official online space and community which will be driven by the passion felt for the county with user generated content, polls, competitions and incentives. Uniquely, it promises to skip the hard sell typical of tourist websites, which is guaranteed to turn off the majority of social media users, relying instead on increasing awareness of Cornwall through credible word-of-mouth recommendations.

Lauren Hogan, VisitCornwall Digital Marketing Manager, comments: “We aim for www.ilovecornwall.com to become the ultimate online inspiration guide to Cornwall. It launched just in time for Easter and features great ideas and inspiration for anyone looking for things to do when visiting Cornwall.

“What really makes the site stand out is that we ask the public to add their own ideas and tips.  We will enable and encourage social media advocacy and positive online discussions about Cornwall by inviting users to share their own content. As well featuring photos submitted by the community via Facebook, Twitter and Flickr VisitCornwall we will engage with site visitors by starting conversations about favourite things to do, upcoming events, the best beaches, the best places to eat and even the best place to watch a sunset.”

Aren Grimshaw provided training and consultancy services to VisitCornwall and continues to work with the marketing team in an advisory capacity to help develop and build a strong social media user community.

Follow and join in Cornwall’s social media activity at:






For further information please contact:

Shelley Fletcher, Firegrass Communications

PR for Aren Grimshaw Ltd

01209 311072 / 07850 937419



Notes to Editors

Aren Grimshaw, Social Media consultant and trainer works with businesses and organisations help them use tools and platforms such as blogs, Facebook, Twitter and YouTube to connect with their customers.

Aren Grimshaw helps people from different mind sets, and varying levels of experience, get the most from the changing business landscape by using the most effective communication tools and technologies available.

For those with a good working knowledge of the platforms, Aren helps them extend their reach and keep them informed of the latest changes and developments in Social Media. For those who cannot see the potential benefit, Aren helps them to understand how businesses are using the tools already and start identifying methods for them to benefit too. And for those who don’t have the time or energy to get things moving, Aren can give them a helping hand to get started.



VisitCornwall is a service of the Cornwall Development Company, a local authority company controlled by Cornwall Council.

VisitCornwall undertakes the destination marketing function for Cornwall and promotes the areas distinctive qualities to the domestic market and key international markets through targeted marketing campaigns.


About the Author

I’m fascinated by how a company or organisation can change its fortunes and even undergo a transformation by looking at a challenge in a different way and by behaving in different ways.

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