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Welcome to your Home of the Harvest partner toolkit! This guide has everything you need to bring the campaign to life across your social channels, from core messaging and copy direction to creative assets, PR talking points, and paid media guidance. Use the sections in this toolkit to help build out your content whether you're drafting a social post, briefing your team, or planning your activation timeline, it’s all here!
Campaign overview
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Campaign messaging
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Copywriting guidance
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Creative guidance
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PR guidance
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Paid media overview
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Activation calendar
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FAQs
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Contact info
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Visit East of England
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How to use this toolkit You do not need to use every section. Start with the steps below, then dip into the toolkit whenever you need more guidance or inspiration. 1.Download the assets you want to use. 2.Choose copy from the copy bank and adapt it to suit your business. 3.Add the campaign hashtags and a relevant location or theme hashtag. 4.Tag Visit East of England, Visit Norfolk or Visit Suffolk where relevant. 5.Share your own autumn content, including events, offers, experiences and behind-the-scenes moments. 6.Send us your stories and events for potential inclusion in wider campaign activity. Need support? See the contact information at the end of this toolkit.
Visit East of England
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CAMPAIGN OVERVIEW
Walberswick Ferry
Visit East of England
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What is Home of the Harvest? Home of the Harvest: Come Hungry is an autumn tourism campaign designed to turn Norfolk and Suffolk’s natural appeal into real visitor action. Rooted in the Naturally – A Welcome for All placemaking brand, the campaign uses food, drink and harvest season as the hook, but stretches much further than that. It invites visitors to come Hungry for the full Norfolk and Suffolk experience: local produce, coastal walks, culture, heritage, festivals, wildlife, wellbeing, independent places to stay and memorable seasonal moments.
The campaign proposition, Come Hungry, gives audiences a simple, warm and memorable invitation. It speaks to people’s appetite for discovery, flavour, space, stories and experiences — positioning Norfolk and Suffolk as the place to book when they want an autumn break that feels richer than expected. Campaign activity will include paid media, organic social, email marketing, PR, content, partner amplification, competitions, trails and regional storytelling. Partners play a central role by helping bring the campaign to life through real places, people, experiences, offers, events and local stories.
From a marketing perspective, the campaign has three key jobs: to attract new staying visitors, build demand outside the summer peak, and drive more valuable traffic to Visit East of England, Visit Norfolk, Visit Suffolk and participating partner businesses.
Visit East of England
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Key Benefits By getting involved in Home of the Harvest: Come Hungry, partners can benefit from being part of a coordinated regional campaign designed to increase visibility, drive visitor interest and support autumn footfall. The campaign gives partners an opportunity to: Reach new audiences through wider Visit East of England, Visit Norfolk and Visit Suffolk campaign activity. Be part of a joined-up regional story that promotes Norfolk and Suffolk as food, drink, culture and short-break destinations. Drive more visitors to partner websites, listings, events, experiences and booking channels. Extend visibility into the shoulder season, helping create demand beyond the traditional summer peak. Benefit from campaign PR, social, email, content and paid media activity where relevant.
Visit East of England
Share seasonal stories, offers, events, imagery and experiences for potential inclusion in campaign content. Contribute prizes or experiences to support competitions and audience growth. Strengthen their association with a high-profile regional campaign backed by the LVEP and partner agencies.
Not every partner will appear in every advert, post or piece of content. Campaign creative will vary by audience, location, channel and performance, so activity can be optimised to reach the right people with the right message at the right time.
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CAMPAIGN MESSAGING
YALM
Visit East of England
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Messaging Development Using the campaign messaging This section (pages 8 - 14) explains the thinking behind the Come Hungry messaging and shows how to turn the campaign themes into content that feels relevant to your own business. Use it to shape social posts, emails, website copy and other marketing by combining an emotional hook with real local experiences, sensory detail and a clear call to action. You can use this section to geek out on the messaging, or jump straight to the boilerplate copy on page 18 for ready made inspiration that you can tweak and shape to suit your own offering.
Visit East of England
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Messaging Development Focusing first on the feeling potential visitors are looking for, then what the region has to offer to help them achieve that feeling.
Show local character
Position the emotional hook
How: Feature the unique makers, producers, venues, nature and communities
What: Immediately tap into the mindset the target audience crave How: Focus on the feeling, rather than the destination itself Example: Slow down, recharge, taste the seasons
Hint at the experience What: Show what people can do in the region How: Bring local moments to life, whatever the audience are hungry for
What: Demonstrate authenticity and uniqueness
Example: Reference specific partners and create itineraries based around coming hungry and leaving satiated
Incorporate sensory detail What: Allow viewers to imagine themselves there How: Draw on the five senses to create evocative moments Example: The taste of a crisp, cold cider with nothing but the sound of birdsong
Example: Experience big skies and big plates
Visit East of England
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Messaging Development Share the reward
Finish with a call to action
What: Explain why these things matter
What: Encourage further exploration and/or action (booking)
How: Wrap up with how visitors will feel during and after their break Example: Come Hungry for relaxation, leave renewed
Visit East of England
How: Inspire further planning or taking the next steps Example: Create your autumn escape, discover a taste of the region
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Messaging Hierarchy Primary message This is somewhere to reconnect with yourself, each other, and the season. This looks like: A pace to suit you, not a rigid itinerary Seasonal atmosphere Freedom and space to explore A break, your way Quality over quantity A whole experience, not just individual attractions
Visit East of England
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Foodie Autumn tastes better here Experience + local food + connection Producers and markets Independent restaurants Vineyards and breweries Farm shops Seasonal produce Long lunches Cosy pubs Shared dining
Visit East of England
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Outdoor Autumn tastes better here Experience + local food + connection The spaces and places to change your perspective. Unique landscapes + trying something new (if you want to) Coastal walks The Broads Gentle watersports (e.g. paddleboarding) Wildlife Beaches Cycling Nature reserves Sunrises and sunsets Open landscapes
Visit East of England
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Wellness Leave feeling more yourself than when you arrived. Space + time + pace/pause Slow mornings Yoga and mindfulness Spas and selfcare Cold-water swimming Forest walks Mindful moments Cosy accommodation Digital detox Rest
Visit East of England
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Culture Stories just waiting to be discovered. Discovery + heritage + creativity Historic towns Independent galleries Festivals and folklore Makers Heritage Artisan workshops Live music Literary heritage Local traditions
Visit East of England
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A note on ‘Come Hungry’ Come Hungry is the campaign concept which all the activity hangs on. Building on the Naturally direction and sits under Home of the Harvest, but with a focus on leaving users hungry for the region as a whole and the rich experiences on offer there. In copy and content, the Come Hungry phrase should be used as a pay-off or a headline, framed alongside more detail and storytelling to give the reader reasons to believe in the region. It is not a standalone phrase, nor is it to be used solely for content relating to the food in the region.
YES: Come Hungry for wild flavours and whispering woods, for crab shacks and castle walls. Come Hungry for the taste of Norfolk and Suffolk. NO: If you’ve got the appetite for wild flavours and whispering woods, you’ll have plenty on your plate in Norfolk and Suffolk. Come Hungry, grab a fork and leave full.
Come Hungry is about users having an appetite for all the region has to offer, which, of course includes excellent food and drink. Whilst the campaign messaging should be playful and light-hearted, the Come Hungry phrase IS NOT a springboard for food puns, an over-reliance on the eating aspect or an opportunity to pepper content with jokes around hunger and appetites. Visit East of England
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COPY GUIDANCE
Aldeburgh Beach
Visit East of England
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Your bank of copy inspiration This copy bank will give you a flexible bank of pre-approved posts you can quickly adapt to promote Home of the Harvest and Come Hungry consistently across different campaign moments. The goal is to make participation easier and extend the campaign’s collective reach whilst still allowing your personality, location and story to come through. This copy can also be used for sharing emails across your audiences. If you’d like to play with the messaging like we do, have a browse through the messaging development in pages 7-14. NB: Please ensure you make your own copy of the spreadsheet before making any edits. Access the copy bank here.
Visit East of England
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Social content checklist Use this quick checklist to make sure your content is campaign ready, easy to discover and connected to the wider Come Hungry conversation.
Before you post: 1.Download or save a copy of your asset 2.Add your image and location 3.Add up to three relevant hashtags 4.Tag Visit East of England, Visit Norfolk or Visit Suffolk 5.Check your link or call to action, then publish
Visit East of England
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Hashtag and tagging guidance Main hashtags to use #ComeHungryForNorfolk #ComeHungryForSuffolk Other #s to use #VisitEastOfEngland #VisitNorfolk #VisitSuffolk #LoveNorfolk #LoveSuffolk #NorfolkCoast #SuffolkCoast #NorfolkBroads #VisitEngland #VisitBritain
#EscapeTheEveryday #UKAutumnBreaks #UKFoodieTravel #StaycationUK #WeekendGetawayUK #AutumnInTheUK #UKFoodieTravel #HarvestFeast #DiscoverUK #WeekendGetawayUK
Foodie #UKFoodie #UKFoodieTravel #EatLocal #SeasonalEating #FarmToFork #PubGrub #FeastGram #FoodieFinds #SeafoodLover
Outdoors & nature #UKOutdoors #UKWalks #CoastalWalks #MicroAdventure #GloriousBritain #AutumnWalks #GreatBritishOutdoors #StayAndWander #WildScenery
Visit East of England
Wellness #WellnessTravel #RestAndReset #SlowTravel #NatureHeals #UnplugAndUnwind #DigitalDetox #UKWellness #MindfulTravel #LifeWellTraveled
Culture #HistoricPlaces #UKCulture #HiddenGemUK #Folklore #LocalMakers #HistoricEngland #Storytelling #DiscoverUK
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Hashtagging: Best practices Use only 3 # in a single post and stack them with a primary campaign tag, a ‘type’ tag (e.g. foodie), and a location tag. Try to use a range of #s on your posts for greater visibility. For example, if you’re an eatery in Norfolk you could try something like this:
Post 1: #ComeHungryforNorfolk #LoveNorfolk #FoodieFinds Post 2: #EscapeTheEveryday #VisitSuffolk, #FarmToFork
*Choose ones that speak to your business offering, where possible.
Visit East of England
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Tagging Partners Tagging partners, or doing collaborative posts (on Instagram) help with visibility and reach.
Visit East of England: Facebook: @eastenglanduk Instagram: @eastenglanduk
You can tag in the main body copy (perhaps help travellers with their itinerary by suggesting an eatery, with an activity for the day, somewhere to stay).
Visit Norfolk: Facebook: @VisitNorfolk Instagram: @visitnorfolkuk
Or tag at the bottom of the post with the #s. It’s not a must, but it helps with reach and organising content. Try to tag the Visit East of England / Visit Norfolk / Visit Suffolk pages where possible, to lead users on in the campaign.
Visit East of England
Visit Suffolk: Facebook: @VisitSuffolkOfficial Instagram: @visit_suffolk
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CREATIVE GUIDANCE
Paddle canoe Norwich
Visit East of England
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Campaign film A 30 second - 1 minute long film exploring the Home of the Harvest, Come Hungry campaign is currently in production. Once complete you’ll be able to utalise this across your social channels.
tbc...
Visit East of England
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Social post template You can use the pre-made campaign templates over the top of your own images. Please see examples below on how they could look.
View Templates
Add your image underneath the template Visit East of England
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Social story template You can use the pre-made campaign templates over the top of your own images. Please see examples below on how they could look.
View Templates
YOUR LOCATION HERE
Add your image underneath the template Visit East of England
Add your own location tag directly in Instagram
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Social Stickers When posting across story content (TikTok/Instagram) you’ll have access to a range of animated stickers to add more harvest vibes to your content. When you are uploading an Instagram Story or Reel, search ‘Come Hungry’ in the GIF section, and these stickers will appear. Place them over clear areas of your image or video so they are easy to read and don’t cover faces, food or key details. Pair them with authentic autumn content: local produce, events, stays, culture, nature and behind the scenes moments. Keep sizing and proportions consistent; do not recolour, crop or alter the designs. Tag Visit Norfolk, Visit Suffolk and Visit East of England, and include the campaign hashtags where relevant.
Visit East of England
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Social Stickers Examples
@visitnorfolk
Visit East of England
Today we Today we visited visited Bungay Bungay Garden Market! Garden Market! @visitsuffolk @visitsuffolk
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Generic social posts/stories
Download here Visit East of England
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E-mail Banners (static)
Here you have a collection of “Come Hungry” images you can add into your email footer, showing visitors that autumn is the moment to come to Suffolk and Norfolk.
Download here Visit East of England
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E-mail Banners (GIF)
Download here Visit East of England
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Creative Asset Support If you have any questions about the Creative assets or if you require an additional format/ bespoke asset, please contact:
hi@studio-antigravity.com
Visit East of England
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PR GUIDANCE
Wildlands
Visit East of England
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PR Overview Public relations will play a key role in raising awareness of the Come Hungry campaign, positioning the region as a must-visit destination for exceptional food and drink experiences. Through a programme of targeted media relations, press trips and influencer partnerships, we will share stories that celebrate the people, places and produce that make the region unique. Positive media coverage can significantly increase visibility, helping to reach new audiences, build credibility and encourage more visitors to explore the region. By working with journalists, content creators and industry media, the campaign aims to generate inspiring coverage that showcases the breadth and quality of what Norfolk and Suffolk has to offer. As part of the campaign, selected businesses may be invited to host journalists or content creators. Hosted visits allow them to experience your business first-hand, gain a genuine understanding of your story and create informed editorial or social content for their audiences.
Visit East of England
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Hosting Press and Content Creators As part of the Come Hungry campaign, selected businesses may be invited to host journalists or content creators. Hosted visits allow them to experience your business first-hand, understand your story and produce informed, authentic coverage or content for their audiences. LUYA will manage all press and creator activity on behalf of Visit East of England (VEE), including outreach, liaison and visit coordination. Businesses will only be approached once their involvement has been approved by VEE.
Visit East of England
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What will my business be asked to provide? Businesses taking part will usually be asked to provide a fully or partially complimentary experience.
Depending on your business, this could include: A meal or tasting experience Entry to an attraction or activity An overnight stay Products or another relevant experience
The level of support required will vary depending on the visit and will always be discussed and agreed with you in advance. Where it is not possible to provide the full experience on a complimentary basis, a reduced press or creator rate may be considered.
Visit East of England
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Why are businesses asked to host visits?
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Your contribution is an in-kind investment in promoting your business and the wider region.
Journalists and content creators need to experience a destination or business themselves to produce credible and engaging content. Hosting removes or reduces the cost of gathering this material and makes it possible for Visit East of England and LUYA to secure opportunities that may otherwise be unavailable. Your contribution is an in-kind investment in promoting your business and the wider region.
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It gives the guest the opportunity to experience your offering properly, speak to your team and capture the details that make your business distinctive.
Visit East of England
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What will my business receive in return? The potential benefits will depend on the type of visit. For press visits, the aim will be to secure editorial coverage that may include your business, its story, products or visitor experience. As journalists retain editorial independence, publication and the final content cannot be guaranteed. However, LUYA will only recommend a visit where there is a clear and relevant media opportunity. For content creator visits, the proposed channel, audience and expected content will be shared before you agree to take part. This may include social media posts, videos, photography or inclusion within wider Come Hungry campaign content. Any specific deliverables will be agreed in advance.
Visit East of England
Hosted visits may provide: Exposure to relevant regional or national audiences Photography, video or social content showcasing your business Inclusion within wider destination-led features and itineraries Increased awareness of your products, experiences and story Opportunities to build longerterm relationships with media and creators LUYA will share published coverage or agreed creator content with participating businesses where available.
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What information will I receive before the visit? LUYA will provide:
The proposed date, timings and schedule Guest details and publication or channel information The focus of the visit and key themes What the business is being asked to provide Any agreed content deliverables or media opportunity Relevant dietary, accessibility or practical requirements
*Nothing will be confirmed without your agreement.
Visit East of England
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How can I help make the visit successful? 1. Share your story Explain what makes your business distinctive, from your people and produce to your history and visitor experience.
4. Allow time for content creation
2. Prepare your team
Journalists and creators may need time for photography, filming, interviews and questions.
Make sure colleagues know who is visiting, what has been agreed and who will welcome the guest.
5. Share practical details
3. Plan key moments
Let LUYA know about accessibility, parking, booking procedures or seasonal considerations in advance.
Identify the products, experiences, locations or stories you would particularly like them to see.
6. Keep the experience authentic Guests should receive the same warm, high-quality experience you would offer any visitor.
Visit East of England
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Get Involved...
Share your stories, host visits and help bring the campaign to life.
r happening at you g in st re te in g in ut, If there is anyth should know abo YA LU k in th u yo t business tha sider how we n o c n a c e w so s ith u please share it w . amplify your story d n a rt o p p su n a c
tom@luya.co.uk
If you have any questions or would like your busines s to be considered for hosted visits, please contact Holly Oakland at:
holly@visiteastofengland.com
Visit East of England
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Home of the Harvest Trail The Home of the Harvest Trail Map is a curated four-night, four-day itinerary designed to showcase the very best of Norfolk and Suffolk's food and drink landscape. Connecting producers, restaurants, accommodation providers and visitor experiences, the trail encourages visitors to explore beyond a traditional day trip while highlighting the diversity of the region throughout the harvest season. The trail will be used to support media visits, influencer itineraries and visitor inspiration, providing a clear route through the region that brings together outstanding food, drink and seasonal experiences in one cohesive journey.
Visit East of England
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The Trail Intinerary A Home of the Harvest trail intinerary is currently in production. If your business has been selected for inclusion, you will be contacted and provided with assets to share across your channels.
tbc...
Visit East of England
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PAID MEDIA OVERVIEW
Snape Maltings
Visit East of England
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Who? The demographic Come Hungry is aimed at urban 22-44 year olds with the freedom and budget to take short breaks outside peak season. They are looking for authentic, experience-led escapes centred around four key interests:
Outdoors & nature
Culture
for wildlife and open landscapes.
for heritage, festivals, makers and local stories.
Visit East of England
Foodie
for seasonal produce, independent dining and vineyards.
Wellness
for restorative stays, spas and time to recharge.
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Paid media We are using paid media across Meta, TikTok, YouTube and Google to reach this audience and move them from inspiration to action. As the budget is focused on target locations such as London, partners in Norfolk and Suffolk may not see the campaign live in their own feeds.
What? Inspiration Must see Must do Local favourites Specific interest breaks Itineraries Trails
Incentives Competitions Prize drops Experiences
Where? Meta Discovery Engagement Action TikTok Discovery YouTube Discovery Engagement Google Engagement Action
Visit East of England
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ACTIVATION CALENDAR
Framlingham Castle
Visit East of England
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Calendar of activity Growing the database
Home of the Harvest campaign live: TikTok, Instagram, YouTube
PR Activation: National pitching, PR activations, influencer visits
Amplification: Coverage landing
Post campaign analysis
July
Visit East of England
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September
October
November
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FAQs
LandyCampers
Visit East of England
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FAQs Do I need to create something new? No. Use your existing autumn events, offers and experiences and connect them to the campaign.
How can I promote the campaign? Use the toolkit’s copy, templates and assets across your social, email and website channels.
How do I submit content? Add relevant events to Visit Norfolk or Visit Suffolk using the Come Hungry tag, and send other content to Holly.
Which campaign assets are available to use? You may use all campaign assets featured within this toolkit, as well as those available in the shared drive folder, which can be accessed here.
What content is most useful? Strong photography, short video, seasonal stories, behind the scenes content and relevant news. Will my business definitely be featured? Inclusion in the paid and earned elements of the campaign will depend on relevance, timing, available assets and the needs of each activity. Those we feature have been chosen to attract a new and valuable audience to the area for the benefit of all businesses. To make the most of this activity and help your business show up within the campaign get involved, use these materials and tag us so that we can engage with your content.
Visit East of England
Can I edit the assets? An editable Canva template has been provided for the campaign social post. You may replace the existing image with one of your own and update the location tag to feature your business. Please refer to the ‘How-To’ video here for step-by-step instructions here. Can I resize or crop the supplied artwork? Please use the asset specifically created for your intended format, as indicated on each page of this toolkit. Assets should not be cropped, stretched, resized or otherwise altered, as this may affect their quality and brand consistency.
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FAQs Can I use these assets after the campaign? Please use the assets during the agreed campaign period only. Contact the Visit East of England team before using them after the campaign has ended. Can I add my own logo? Only where a template includes a designated space for it. Please do not add your logo to finished campaign artwork or alter the campaign branding. Can I edit the campaign wording? You can adapt the suggested social copy to suit your business, but please keep the core Come Hungry messaging and any wording built into the artwork unchanged. Can I use these assets in print? Only use assets specifically supplied as print-ready files. Social and digital assets should not be printed, as their size and quality may not be suitable.
Visit East of England
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FAQs Can I edit the campaign copy or headlines? No. The campaign copy and headlines have been carefully developed to ensure consistency across all stakeholder communications and should not be amended. Can I change the colours, fonts or imagery? No. The supplied colours, fonts and imagery form part of the approved campaign identity and should not be changed. The only exception is the editable Canva social post, where you may replace the image and update the location tag. Can I create my own assets or social graphics using the campaign identity? No. To protect the consistency and integrity of the campaign, stakeholders should only use the approved assets supplied within this toolkit or the shared Dropbox folder.
Visit East of England
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CONTACT INFORMATION
Southwold High Street
Visit East of England
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Who can I contact? For campaign questions, submitting content, featured opportunities, events, stories and general campaign support, contact Holly.
holly@visiteastofengland.com
For asset/template questions, resizing, bespoke creative requests or Canva issues, contact Jordan.
hi@studio-antigravity.com
Visit East of England
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THANK YOU! 56