Council chiefs are ‘delighted’ with the response to Colchester’s first-ever TV ad which aired on the SKY platform this summer.
The advert produced and distributed by London film company Silverfish Films, was viewed 459,651 times, according to official figures released today.
Silverfish Films website shows previous clients include The Labour Party, Carphone Warehouse and NHS.
Cllr. Tim Young (Lab), Portfolio Holder for Business and Culture said: “We are delighted with the responses and results that the advert and campaign is having. Colchester is a town steeped in history and heritage and is open all year round for business, and we must continue to promote this.
“Visit Colchester will use this exceptional resource we now have to promote Colchester as an all-year-round tourist attraction, and work is already underway to promote the town to those looking for an autumn break.
“The service that Visit Colchester offers to tourists and residents is a 24-hour, 7-day-a-week public service and can be accessed in person or online making for a Better Colchester for all.”
Critics have claimed money spent on the ad, shown on Sky TV’s AdSmart platform to a viewership withing a two-hour drive of Colchester, could have been spent on a social media campaign instead, with a “far greater reach and longevity” that television advertising “cannot match”.
Simon Crow, Colchester resident who has worked with broadcasters including Channel 4 and ITV, added: “No one can deny that television advertising is a powerful medium with the potential to reach a large audience.”
“But it also has its limitations because when the budget is spent the campaign is over, that is the end of it.”
The ad launched by the council over the summer was designed to complement the tourism campaign ‘If Our Walls Could Talk’ and received a further 123,000 views via Visit Colchester’s social media channels.
Colchester Council have said Google Analytics has shown a 15 per cent increase in visitors to the visitcolchester.com website between August 2017 and August 2018 with a 55 per cent increase in followers on Facebook during the same period.
The summer advert can be viewed here.
The council have not said if an autumn/winter TV advert will be made.