Beach Marketing

30 May 2013 – 7:47 am

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Selling sunshine has to be a dream job. The last five years have seen it subject of much publicised global talent contests structured around the illusive desert island posting. Bringing in the visitors, is an easy prospect in Mexico, Brasil or even Italy. More of a challenge off the English east coast with a sometimes biting chill off the Urals. So with a proliferation of low cost flights, how does the great British seaside manage to attract any visitors at all? Clearly weather is usually not the draw. That is why it is interesting to chart the re-incarnation of the British seaside.

A Victorian boom which sustained until after the war, came off the rails (literally) with the advent of the package trip to sun sure places like Mallorca.

Brighton long regarded as the naughty place by the sea, has managed to struggle through and become a major destination again. The natural alternative to London for the media and entertainment business is partly to thank for its continued prosperity and stratospheric property prices. But what about everywhere else? Eastbourne, Scarborough, Bridlington?

Rather than resigning to its fate, it is pleasing to see the Southwold approach. If you can’t compete on blazing sun for over 300 days a year. You need another approach. Southwold has taken a chi-chi querky approach. A beautifully restored pier features alternative gaming machines (all homemade) and moving sculptures powered by solar and water. It looks very good indeed and is very much in character with the smart looking town.

It’s an interesting and alternative approach to attract visitors and judging by the weekend crowds, seems to work.

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