“This is a remarkable achievement and demonstrates the importance of
the website in our promotional drive to attract more companies and
families to support the area’s economic growth,” said Gloria Milne,
chief executive of Greater Peterborough Investment Agency (GPIA).
A text-only version of the website,
introduced last summer for the benefit of people with limited vision
and/or hearing, received almost 1,900 unique visitors in its first six
months, with almost 90 per cent returning within a week.
The Positively Peterborough campaign –
managed by Peterborough-based consultancies Smye Holland Associates
and T2 Studios – was extended to a wider audience with an innovative
viral marketing technique during December and January.
The technique involved mailing
promotional leaflets to 2,500 large companies in North London and the
Home Counties inviting recipients to visit a specially registered
website address -
- to view a cartoon animation about the perils of business
Results reveal that 795 recipients
(27.3 per cent) visited the ‘think carefully’ site, of whom over 70
per cent followed links to view more than two pages on the Positively
Peterborough website to discover the business advantages that
Recipients were encouraged to send
details of the ‘think carefully’ site to colleagues or other business
associates, resulting in an additional 715 unique visitors.
“This was a fun initiative that worked
particularly well over the Christmas period,” said James Lewis of T2
The Positively Peterborough website
was launched in July 2002 and registered around 200,000 visits in its
first six months. It is currently receiving more than 20,000 unique
visitors per month, with 31 per cent staying connected for between one
minute and five minutes and 45 per cent returning to the site in less
than 24 hours.
The promotional campaign is supported
by national regeneration agency English Partnerships and GPIA. For
more information visit