Switch-On’s £750k tourism boost claim

Blackpool Lights Switch On 2014.'Pictured are the illuminations.'29th August 2014
Blackpool Lights Switch On 2014.'Pictured are the illuminations.'29th August 2014
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Coverage of Blackpool during the Illuminations Switch-On spectacular was worth an estimated £750,000 to the resort, it was claimed yesterday.

And town hall bosses claim that figure – based on calculating the cost of advertising equivalent to the amount of media coverage the event received – is still growing.

Coverage included reports on radio station Rock FM and the Bauer network, website and TV coverage, and numerous stories in The Gazette and other newspapers.

One town hall chief today called the news “an incredible boost for Blackpool’s tourism industry”.

Coun Graham Cain, Blackpool Council cabinet member for tourism and leisure said: “As always, the incredible PR value that Switch-On generates alone – from the weeks and days of pre-event coverage to the newspaper, radio and TV coverage of the weekend – makes the investment more than worth it.

“Based on buying equivalent advertising, we estimate that value to be worth around three-quarters of a million pounds.

“That’s an incredible boost for Blackpool’s tourism industry, and just what we need.

“When you couple that with bringing a world class show like Mamma Mia! to Blackpool, the new Blackpool’s Back advertising campaign, which has been so successful, the arrival of Illuminasia and the quality of our existing attractions, it really has been a very good year for the town on the tourism front.

“We hope the three-day event will become an integral part of Blackpool’s calendar for years to come, and the work to plan for another fantastic show for next year will start soon.”

In addition to the claimed cash boost following the event, town hall bosses say they have received positive reviews from hoteliers.

Many hotels reported being fully booked throughout the three-day event.