Is your promotional budget being well-spent?
When marketing your attraction or event it is important to ensure that all your promotional expenditure is effectively targeted and being well-spent. In particular you need to be clear about who you are targeting and the most efficient way to reach them and hence achieve your objectives.
Publications about your attraction or event and their distribution will form an important part of your marketing activity. As significant independent research has shown, publication distribution is the most cost effective activity, particularly when targeting the staying visitor and day tripper.
How channels compare
Relative comparison scores based on the independent research summarised below. Higher bars indicate stronger performance for that audience or lower relative cost.
Relative cost
Lower is more cost-effective for your budget.
Reach among staying visitors
Where leaflet distribution excels — accommodation and TIC networks.
Reach among day trippers
Leaflets via TICs, attractions and local outlets perform strongly.
Scores are illustrative relative indices derived from independent research summarised in the table below — not absolute market statistics.
Choose your visitor communications wisely
No single channel does everything. Press and radio build awareness among residents; TV can reach a wide audience at higher cost. For staying visitors and day trippers planning trips, leaflet distribution delivers where they are already looking — in accommodation, attractions and tourist information centres.
Match the channel to your audience
- Staying visitors — leaflet distribution via hotels, B&Bs and holiday parks is highly effective
- Day trippers — TICs, attractions and local intensive campaigns reach people planning days out
- Residents — press, radio and TV may suit awareness campaigns; leaflets are less effective
- Measurability — leaflet campaigns support voucher tracking and research
Research summary by channel
The following chart illustrates some of the rationale behind this, based on sound independent research.
| Method | Monitor | Cost | Target | Penetration |
|---|---|---|---|---|
| Press Ad | Voucher and research (good ability) |
Low | Resident | Good but short lived |
| Day Tripper | Unlikely to read | |||
| Staying Visitor | Very unlikely to read | |||
| Regional Radio | Research only (low ability) |
Medium | Resident | Good for awareness |
| Day Tripper | Unlikely to hear | |||
| Staying Visitor | Very unlikely to hear | |||
| Regional TV | Research only (low ability) |
High | Resident | Highly effective |
| Day Tripper | Good | |||
| Staying Visitor | Likely to see | |||
| Web | Voucher and research (good ability) |
Low | Resident | Good for awareness |
| Day Tripper | Depends on IT literacy and access | |||
| Staying Visitor | Depends on IT literacy and access | |||
| Leaflet Distribution | Voucher and research (good ability) |
£50 per 1000 plus print costs | Resident | Very low |
| Day Tripper | Good via TICs and attractions | |||
| Staying Visitor | Highly effective via accommodation | |||
| Localised Intensive Leaflet Distribution | Voucher and research (good ability) |
£60 per 1000 plus print costs | Resident | Good via local outlets |
| Day Tripper | Good via local outlets | |||
| Staying Visitor | Not applicable |
Best for staying visitors
Planned leaflet distribution through accommodation providers puts your attraction in front of guests when they are deciding what to do.
Visitor information networkBest for day trippers
TIC distribution and local intensive campaigns reach people actively planning visits in your target area.
TIC distributionBest for local saturation
Local Intensive Distribution places cardboard holders across outlets in a specific town or area.
Local intensive (LID)Frequently asked questions
Why is leaflet distribution cost-effective?
Compared with regional TV and radio, leaflet distribution offers strong targeting at a lower cost per thousand — particularly when reaching staying visitors through accommodation and TIC networks, where penetration is highest.
Who should use leaflet distribution?
Attractions and events targeting staying visitors and day trippers across Eastern England benefit most. It is less suited to broad resident awareness campaigns where press, radio or TV may perform better.
What is the difference between planned distribution and LID?
Planned distribution is a regular van service to outlets across the region. Local Intensive Distribution is a one-off, high-coverage campaign in a specific town or area using cardboard holders.
Can I measure results?
Yes. Leaflet campaigns support voucher tracking and research. XLT clients can also view live stock and usage reports through the client portal.