Anna Murray and the team at Analogy PR are turning data into action using the South West Visitor Economy Hub.
By tapping into visitor trends, demographics, and footfall patterns, they’re able to design and deliver marketing campaigns for Royal William Yard that are informed, targeted, and measurable.
The Hub allows Analogy PR to tailor strategies to their audiences, adapt campaigns in real time, and strengthen partnerships across the region.
For Anna and her team, the Hub has become an essential tool for understanding the visitor economy, shaping evidence-based marketing, and supporting the growth of one of Plymouth’s most vibrant destinations.
Why regional intelligence is crucial for Analogy PR
The South West Visitor Economy Hub has become a valuable resource for Analogy PR, helping to shape how we develop and deliver data-driven communications strategies for our clients in the region.
As the retained PR agency for Royal William Yard, we regularly use the Hub to monitor visitor trends, plan activity, and demonstrate the tangible impact of our marketing programme. The platform enables us to track footfall and see the correlation between our campaigns and visitor behaviour – providing robust evidence for our evaluation reports.
The Hub’s demographic data has transformed how we understand our audiences. By analysing who is visiting Royal William Yard, we’ve developed accurate audience-centred marketing and communications strategies. This data foundation informs everything from media relations and event support, to our partnerships and social media targeting – ensuring our strategy is rooted in evidence rather than assumption. It means we can also adapt and refine activity in real-time in response to emerging trends.
As an agency passionate about where we live – our founders based in Plymouth and Cornwall – regional intelligence is crucial. The Hub’s value extends across much of our client portfolio and also informs our contributions to the Plymouth Waterfront Partnership Advisory Panel, by keeping us connected to local insights and patterns. For new business activity, the Hub gives us access to current, credible data – so our destination marketing proposals are grounded in the reality of the South West’s visitor economy.
We’ve engaged with the Destination Plymouth team since the Hub was under development, and we’ve worked with them to ensure we understand and maximise the service. As naturally curious people who are comfortable working with data, we feel we get tremendous value from the platform. We’d encourage others to explore it – once you get to grips with navigating the system, it really is straightforward and worth the effort!
The South West Visitor Economy Hub is an incredible asset for our region, and we’re grateful to have it as part of our strategic toolkit.
Anna Murray, Co-Founder and Creative Director, Analogy PR
