Challenge the Essex stereotype? Yep, we all jumped at the chance to provide PR and marketing support to Visit Essex and Essex County Council for their launch of a new film to challenge the Essex stereotype.
The film was part of an ongoing strategy, thanks to last year’s PR launch of #ThisisEssex, over 60 people from Essex had stepped forward to become ambassadors and showcase real Essex and dispel the stereotype. A few of the campaign’s ‘stars’ were chosen to take part in a film to challenge perceptions of people from the county, including a female rally driver, vintner, oysterman and scientist to demonstrate what a culturally rich and diverse county Essex is. Each star of the film has taken a look at one aspect of the Essex stereotype and has been filmed amongst some of the county’s must stunning visitor attractions and backdrops. The film, which aims to get people to ‘take a second look at Essex’, also celebrates real Essex and showcases the diverse talent that thrives in the county, from leading comedian and actress, Ellie Taylor, to Michelin starred chefs, the Galvin Brothers.
Spearheading the campaign is Councillor Mark Durham, Vice Chairman, Visit Essex, who is very proud of his Essex roots and is determined to transform the stereotype. He says: “Essex has been much maligned for a long time, but it’s time for change. Essex is a diverse county; the people and places that make up the county are very different, that’s why it’s vital for us to stand together and demonstrate the extraordinary people and places Essex has to offer.”
Councillor Tony Ball, Cabinet Member for Economic Development, Essex County Council, added: “Essex is a wonderful place to live, study, work and invest. The county includes the UK’s oldest town and newest city plus a plethora of historic and thriving towns and villages. Essex also boasts excellent universities, cutting-edge industry and stunning scenery all within an hour’s commute to the city of London. We’re proud to be from Essex and we want the rest of the world to know what a wonderful place Essex is too.”
Working with our media contacts we arranged for the film to be exclusively premiered on BBC Breakfast. Here the film was broadcast to the nation with a review from leading arts correspondent, David Sillitoe, plus a further interview went live from Southend-on-Sea with local resident and TV Presenter, Dominic Littlewood. Post launch the film attracted widespread publicity from The Guardian, BBC Essex, Heart and across local newspapers, with hits on the client’s YouTube channel reaching over 10,000 in the campaign’s first few days.
To view the #ThisisEssex film, please visit https://www.visitessex.com/explore/this-is-essex. To discover more about Big Wave PR’s award-winning PR campaigns, https://www.wearebigwavepr.co.uk/public-relations-company-in-essex/