The second mini-campaign targeting a different type of visitor to Bath has been launched by the city’s destination marketing organisation.
Visit Bath says the Remarkable Bath campaign showcases what makes the city a UNESCO World Heritage site and seeks to “inspire visitors to extend their stay, look deeper, explore more and uncover lesser-known stories about its impressive landmarks and attractions”.
A set of newly commissioned illustrations by artist Finn Dean, who graduated in graphic design from Bath School of Art and Design in 2004, is supporting its launch as the latest in the series of eight mini-campaigns.
The first, Unexpected Bath, has been highlighting the quirky and more unusual side of the city. It is making use of extensive social media to target millennials and students – audiences Visit Bath has never directly targeted before.
Remarkable Bath’s distinctive artworks depict 10 of the characters who have helped shape the city, including Jane Austen, above, Ralph Allen, left, and the Herschels, below.
Visit Bath said the illustrations re-imagine the heritage and history of Bath in a contemporary, colourful and playful way and aim to capture the imagination of new national and international audiences.
Bath design agency Mytton Williams, which worked on the Unexpected Bath campaign, has also created illustrations for Remarkable Bath featuring key landmarks such as Prior Park, owned by the National Trust.
Visit Bath executive chairman Craig Jenkins said: “All of our new marketing campaigns are focused on positioning Bath as a city steeped in incredible history but at the same time ensuring Bath appeals to a modern audience.
“We are delighted that partners including the National Trust and Bath Heritage Services have come on board with us to help us reach a wide national and international audience and elevate Bath on the global stage.
“Bath is a remarkable city to visit all year round and the autumn months, when the leaves are turning gold and the light is drawing in on the honey-coloured stone, is a particularly beautiful time to come, which is why we are launching this campaign now.”
The Remarkable Bath campaign is being part-funded by businesses an organisations including Bath Heritage Services, The Abbey Hotel, The Francis Hotel, The Gainsborough Spa Hotel and Bath Thermae Spa, The Holburne Museum, The Jane Austen Centre, The National Trust and Roseate Villa.
