Promoting inward investment is a long game, so when Into Somerset approached us to get their message out we knew we were looking for a solution that was cost-effective and flexible enough to function long term.

The agency is funded by the county and district councils, with assistance from the private sector. Its primary targets are some key sectors within London and the South East of England.

A website that offers target industry-specific information, case studies and downloadable materials also serves as a hub for a range of social media, blogging, knowledge-base and forum activities.

Social media seeks out and touches potential investors and ‘relocaters’ on whichever platform they feel most comfortable, offering tailored advice and information.

Video case studies support traditional, printed collateral and online PR complements its offline equivalent.

And why do short films work so well? Because at a glance, viewers can identify with the subject matter, the characters within and the surroundings, in many cases, efficient working environments in attractive rural settings.

Ad hoc web campaigns have also been necessary to add meaning and longevity to specific promotions and London-centric outdoor advertising.

Into Somerset has become an interactive narrative, easily discoverable to the target audience and constantly changing.

Careful construction and continual refinement are important, but the result is unusually high awareness and productivity.