Ipswich: New campaign attracts thousands to give the town another look

Ipswich Waterfront features on the video Ipswich Waterfront features on the video

Monday, June 30, 2014
6:00 AM

The new campaign launched last week to encourage people to give Ipswich a second look has already attracted thousands of online views from around the world.

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“I know a place where. . . “ was launched last week by Ipswich Central in a bid to get people to think again about and preconceptions they may have about Suffolk’s county town.

Centred on a video that has gone online and features views of Ipswich that people may be unfamiliar with, the campaign highlights the historic streets of Ipswich along with the exciting new Waterfront area in a bid to change some people’s negative perceptions of the town.

More than 11,000 people read our interactive features online in the first 24 hours after the launch, and a further 4,000 watched the video.

That will now be given a wider airing, and is expected to be show as part of the advertising package in independent cinemas across the region over the next few months.

Ipswich Central chief executive Paul Clement was delighted by the response to the launch of the campaign and hoped businesses would use it to promote the town. He said: “It’s time to get behind our town and to shout proud about its place in Suffolk.”

With tens of thousands of visitors enjoying the highlights of IP-Art, and Celebrate Ipswich next month culminating in the Maritime Festival, businesses and the Ipswich Central officials are hoping that the town will be given a real shot in the arm.

27 comments

  • Hello, I visited Ipswich at the weekend up from the south coast for a wedding, staying in the Salthouse for three nights. I was disappointed and bemused with the town for reasons I could go in to but I am sure nobody is interested. From reading the comments it seems the locals have their concerns as well. Finally, that video is awful, it's very noticeable that it's mostly shots inside a restaurant. That's just selling the restaurant, not the town.

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    Socrates

    Wednesday, July 2, 2014

  • What was also interesting is the number of business featured in what we would traditionally call the Town Centre i.e. west gate Street, Tavern Street, Cornhill, Carr Street and Butter Market. I know Andrews the Jewellers was on there (Butter Market) but it does seem that once again only a certain street and the dock area have got their 15minutes of fame. I must admit that i would have thought at least one of our "vibrant and bustling" shopping centres would have featured. If you came to Ipswich purely on the basis of that video (more fool you) then you would struggle to find these businesses. Instead of cherry picking the town needs to be treated as a whole and have one coherent message something which Ipswich Central was supposed to resolve but instead continually fragments and alienates. Also interesting to note a number of businesses featured and the business managerowners' association with Ipswich Central i.e. they sit on the board. Nothing like a bit of free advertising paid for by other businesses.

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    dale craven

    Tuesday, July 1, 2014

  • Well one thing this video was successful in was bringing out loads of negative comments about Ipswich. I have said this before there are worse places to live than in Ipswich I can assure you. Ipswich is not perfect by a long way but it has some good out of town shopping and real ale pubs and I actually like the waterfront especially the new student bar open to everyone. If you are selective about places you visit and people you mix with Ipswich is great so why bother yourself worrying about the not so good bits. Let IBC worry about that and let them sort it out it is what we pay them for.

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    royg

    Tuesday, July 1, 2014

  • Elsewhere, Bretts - a family run business - is closing in Westgate Street. A loss of a few jobs. A consequence of the axis switch... as long as the council continues its plot its ambitions to withdraw Carr Street and Westgate Street (top end) in the town and bridge from the Cornhill to the Waterfront... more independent stores (what there is left) are going to dust. ******* This seems a knee jerk reaction as the Mint Quarter project failed.... they can't be bothered dealing with those parts of town which they have already delegated to Ipswich Central. What will happen in a few years time? Will there be pedestrian barriers preventing people walking up those streets... or will it be like walking in a nuclear disaster zone? It wont be long until Argos finally decides to withdraw from that part of town.

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    Ipswich Entrepreneur

    Monday, June 30, 2014

  • In marketing there is a famous acronym... AIDA... which is Attention, Interest, Desire, Action. You have the attention of 11,000 people... from that many people you got the Interest of 4,000 people... the first two is relatively the easy part... creating Desire (Want, Need, impulse etc.) and Action (i.e. actually putting their hand in their pockets and coming here). **** The reason why this marketing failed was not solely because the majority of the 11,000 were people from Ipswich and surrounding areas curious about the new promotion... Ipswich Star themselves promoting it... but 11>4 is pretty poor. I will explain why... whether its a viral video or music video... its not uncommon for people to watch the same video back... so if it really is 11k down to 4k - its either not created the Desire to replay because the person didn't enjoy it or liked it OR people did replay the video so the 4k wasn't unique persons but "hits" ***** On YouTube every time someone watches a video for more than 20 seconds its counted as a "view"... Its not 4000 people but 4000 video views... this number doesn't even guarantee that most people watched it until the end but for at least 20 seconds. I watched this video about 6 times... not 6 people, just 1 person and 6 video views. **** Bottom line is they have burnt a lot of money on this terrible video and it will do nothing for attracting tourists or shoppers. (Second attempt of posting...)

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    Ipswich Entrepreneur

    Monday, June 30, 2014

  • No no no you cant be serious....this must be the Ipswich is Australia musn't it? This is SOOOO!!!! embarrassing.

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    Alan Scurrell

    Monday, June 30, 2014

  • Well well Mr geater you look a little silly and as for Fos well he looks a total wally and that clement person who I think is the going represent britain in the european parliament! looks a little bit of a dreamer. Will you get real for once and help address the problems you see laid before you in these comments. Dare say you cant, if not you would be looking for a job. The star is finished unless you and the editor have the courage to tell the public of Ipswich the truth about there old Victorian town. Don't forget the word Sorry, you know it makes sense.

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    a west

    Monday, June 30, 2014

  • Reg, Cash converters is still in Ipswich (opposite the old GrooveQuilt?MojoChicagosDisused Building). It relocated about 2 years ago

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    You What

    Monday, June 30, 2014

  • How many visitors to Ipswich will arrive by yacht? No shots of the railway station, the new bus station or the overpriced car parks. I wonder why ?

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    The original Victor Meldrew

    Monday, June 30, 2014

  • Search on YouTube - Ipswich Revealed - The Truth about Ipswich

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    Ronald Dinser

    Monday, June 30, 2014

  • parody here http:youtu.be6_FunwJayHg

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    fuztownsend

    Monday, June 30, 2014

  • Parody here... http:youtu.be6_FunwJayHg

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    fuztownsend

    Monday, June 30, 2014

  • "More than 11,000 people read our interactive features online in the first 24 hours after the launch, and a further 4,000 watched the video." Clear evidence that your journalists have no idea whatsoever about modern technology. In the context of the Internet, where success is counted by *millions* of hits, a few thousand doesn't constitute a big hit, it's actually an abject failure. And this cost the town's council tax payers how much exactly?

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    beerlover

    Monday, June 30, 2014

  • So what if it has had thousands of internet "hits"... so did "Gangham Style" and it was rubbish too..

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    Citizen

    Monday, June 30, 2014

  • Shopping in Ipswich, even Cash Converters moved out. No choice mobile phone shops pound shops and non descript chains. Not worth the cost of parking. Bury , Colchester and of course Norwich are all much better.

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    reg

    Monday, June 30, 2014

  • This is one small area of Ipswich that this film concentrates on......should have shown the models going into Bright House or Poundland and walking along the cut through to the spiral car park which smells of urine and alcohol and is filthy dirty.

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    juicylucy

    Monday, June 30, 2014

  • the cans and litter are missing from the water...

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    C Smith

    Monday, June 30, 2014

  • How many visitors arrive by yacht in the docks - sorry i mean "The Marina". Old habits.

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    The original Victor Meldrew

    Monday, June 30, 2014

  • A Norfolk based film production company too - what is it Ipswich Central keep telling us about supporting local businesses . . .

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    dale craven

    Monday, June 30, 2014

  • 600 man hours to produce by a team of 30 featuring 8 models and 45 extras - nice to see Ipswich Central deemed the locals too ugly to feature in the promotion and shipped in attractive residents from out of the area.

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    Mike Hunt

    Monday, June 30, 2014

  • I like the fact that somebody has already made a spoof of it too. Look up "Ipswich revealed - The truth about Ipswich"

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    You What

    Monday, June 30, 2014

  • Oh dear. One word for this video...Propaganda.

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    commonsense

    Monday, June 30, 2014

  • people that have been viewing this video are doing so because they've all heard what a joke it is. Those hits are for comedic value, nothing else. If you think its going to bring people here, then that jokes on you!

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    You What

    Monday, June 30, 2014

  • Great video if your on £200k a year!!

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    Yarn

    Monday, June 30, 2014

  • *vaseline. Autocorrect fail!!!

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    Sentinel Red

    Monday, June 30, 2014

  • It's basically a lie. Ipswich with a very thick coat of valentine on the lens and some rose-tinted bottle-end glasses. If tourists fall for it they will wonder if they are in the wrong Ipswich.

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    Sentinel Red

    Monday, June 30, 2014

  • This ipswich promotion was posted at 0600 am 30.6.14 now at 0820 am 30.6.14 it the on the most read list with the original posting a 3 days ago being dropped down to the news table if it is not already of that list. The reason is that there was to much honest comment which argent and the council don't like about this video. In my view as stated before ipswich is a 5 star dump yes it has a marina and 1 posh place to eat and stay the night but apart from that nothing but a council who have made poor decisions on planning for over 50 years. The boss of BHS said ipswich was in a bad way as have many locals who now shop in Colchester Bury or Norwich. The do gooders with there heads in the sand will now follow.

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    a west

    Monday, June 30, 2014

The views expressed in the above comments do not necessarily reflect the views of this site

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