The campaign was the brainchild of local businesswoman Gill Bridges of The Polraen Hotel
at Sandplace station. The Devon and Cornwall Rail Partnership helped to make it a reality through:
- a six-week long series of promotional features in the Western Morning News. Businesses were asked to run adverts to support the feature at a cost of £55 per advert
- a competition to win tickets (supplied by Great Western Railway) to travel to Looe by train and stay at The Polraen for two nights and eat at a local restaurant
- social media activity including a Love Looe Facebook page and Twitter account – with both still going strong today
- 55,000 leaflets distributed throughout Devon and Cornwall via local campsites, supermarkets, tourist information centres, pubs, restaurants and tourist attractions
- development of a ‘Love Looe’ logo, used on window stickers by local shops, and on banners at local events
The campaign had a big impact. Patronage on the Looe Valley Line for June and July 2013 was the highest on record. June 2013 was 34% higher than June 2012 and July 2013 was 64% higher than July 2012. In total roughly 10,000 extra journeys were made on the Looe Valley Line in June and July 2013.