Inward investment body Into Somerset is harnessing the power of online media to promote the area as the perfect business location, encouraging indigenous business growth and job creation with the message that Somerset is the place ‘where you and your business can grow’.

Its website is the primary point of contact, featuring video and text case studies, a commercial property search, business resources, the latest news and more. Since it was launched a year ago, it has attracted almost 25,000 unique visitors.

Online marketing has also been very successful, reaching more than 20 million through Pay Per Click adverts and attracting significant following on networking sites including Ecademy and LinkedIn – which is up 40% over the last few months. By posting regular, topical business news alerts, Into Somerset is now one of the most followed bodies of its kind on social website Twitter.

As part of our strategy to reach the media-savvy ‘Generation Y’ target audience of 25-44-year-olds, Into Somerset has concentrated on delivering tailored digital content straight to their desktops. They are key to the creation of new small businesses and the development of Somerset’s high-tech, aerospace, engineering and creative industries. In fact, more small businesses are launched in Somerset than anywhere else outside London.

Into Somerset’s high-profile digital campaign, led by Mendip Media in Bristol, is targeting executives, professionals and business owners in London, the South East and the UK’s main conurbations. Integration with a highly successful PR campaign, from Somerset-based agency ADPR, has led to an increase in awareness of the county’s business benefits.

In order to boost web traffic and target fed-up commuters wanting to quit the rat-race, Into Somerset ran a series of poster campaigns at mainline rail stations in and around London, encouraging entrepreneurs to look afresh at the benefits of moving to Somerset and pose challenging questions like, ‘Whatever happened to your great escape?’

The posters, which ran during the autumn featured the latest barcode technology, allowing many mobile phone users to capture a QR (Quick Response) mini barcode and instantly access Into Somerset’s website and find out more details. As a result, website traffic from London almost doubled during the campaign, rising 98%.

Another highly-successful technique in spreading the benefits of moving to Somerset has been celebrity viral videos and case studies.

A host of stars from the entertainment, arts and sporting worlds have come together in a 60-second awareness video produced by Mendip Media (www.intosomerset.co.uk/into-somerset-awareness-campaign-video) telling how Somerset played a key part in helping them grow their businesses; excel in the arts; achieve sporting excellence and enjoy a wonderful lifestyle.

Somerset-born actress Sarah Parish; Somerset cricket captain Marcus Trescothick; Dragon’s Den entrepreneur Deborah Meaden; trainer of racehorse Kauto Star Paul Nicholls;  Glastonbury Festival founder Michael Eavis and conductor Charles Hazlewood are among those who feature.

The personal endorsements of Somerset by some of the UK’s top stars carry a powerful message. Just like the celebrities, each of the 20,000 people who relocate to Somerset every year, have their own stories of how Somerset has helped them expand their businesses and improve their lifestyle. We encourage everyone to view the online video and share it with their colleagues and friends.

And Into Somerset has one final innovative way to drive people to their website – literally. Its logo has been prominently displayed on a Formula Renault racing car driven by up-and-coming driver Euan Hankey, who lives in the county and supports Into Somerset.

Rupert is CEO of Into Somerset.