Evolving destination marketing through data, creativity and digital
1066 Country
50.917° N, 0.487° E
Evolving destination marketing through data, creativity and digital
1066 Country
October 2025 - March 2026
The Challenge
1066 Country had strong name recognition, but limited data to show what was working, who was engaging, or where future marketing should focus. The destination needed to move beyond traditional activity into a braver, measurable, multi-channel campaign that could raise awareness, grow audiences, drive website traffic, support members, and build a first-party data asset for future marketing.
The brief was not just to promote the destination, but to create the foundations for smarter, more confident marketing in future.
The process
Navigate developed a multi-channel campaign platform, Unexpectedly 1066, designed to show the destination as both historic and contemporary: castles and cocktails, battlefields and brunch spots, heritage and modern culture.
The campaign included setup and tracking, creative development, a data capture competition designed to build an audience, paid digital activity across Google, Meta and TikTok, video production, out-of-home activity across London Underground stations, and influencer management and content. The strong visual identity was designed to stand out in a crowded marketplace. The campaign was built to support awareness, website traffic, member listing visits, audience growth, email capture, brand reinforcement and membership value.
A competition-led data capture campaign was used to quickly grow a first-party audience, with segmented interests captured to support more personalised follow-up marketing. Video and creative assets used visual juxtapositions to reposition 1066 Country as broader than heritage alone, while still using its history as a powerful hook.
Data capture
Scroll-stopping carousel content designed to capture attention and increase opt-ins through targeted paid media.
Bespoke video production & Influencer Management
Tailored video production and influencer-led content that showcased 1066 Country through fresh, engaging storytelling across digital channels.
Strategic out of home placements
Carefully targeted out-of-home advertising positioned to increase destination awareness and extend campaign reach beyond digital channels.
The results
The campaign delivered the clearest performance picture 1066 Country had ever had.
Key results included:
- Website users, up 252% year-on-year
- Organic “1066” searches, up 131% year-on-year
- Over 3600 new email marketing opt-ins
- 2.64m OOH reach
- 250k+ video views
- And high awareness in key audiences
The campaign also revealed important strategic learnings. Heritage-led creative consistently performed strongly. Empty Nesters were especially responsive on Meta, Families were strongly engaged clickers on Google, and Gen-Z required more native, creator-led content, particularly on TikTok and Instagram.
The feedback
“Navigate helped us transform 1066 Country’s marketing from a largely traditional approach into a modern, measurable multi-channel campaign with clear strategic direction. Their tourism expertise, digital knowledge and ability to adapt throughout the campaign gave us valuable audience insight, stronger data, and a solid foundation for future destination marketing.
The team combined creativity with performance-focused thinking, delivering a campaign that not only raised awareness but also gave us the confidence and evidence to shape future activity more effectively.”
Sarah Broadbent, Chair, 1066 Country
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