We used old school PR tactics to create a news story that communicated Northern’s message in a fun way. The headline was that Northern guaranteed visitors to Blackpool a tan.
We set up a beach hut spray tan booth and offered day trippers free tans. Northern’s station manager and Blackpool’s tourist information officer were available for interviews. We recruited a bronzed beach god and goddess to hand out leaflets and chat to the public about all the great places you can reach with Northern.
Coverage was achieved on regional tv, local radio online and in print. The spray tan booth was fully booked all day with positive feedback from the public. We were able to forge good links with Visit Blackpool for future Northern activity.