Marketing a new product: Discover Dorset

How does a coastal tourist attraction promote a new product aimed at a London audience?

A successful local attraction and transport provider spotted a gap in the market and wished to promote a new day trip from London to Dorset’s Jurassic Coast. Being within two hour’s reach of the capital, there was the potential to offer domestic and international visitors the chance to see this World Heritage Site within a day.

But how do you tap into this potential market?