Our challenge was to shift perceptions of Yorkshire away from “Nora Batty and Geoffrey Boycott” to a contemporary and diverse destination to visit with a wide range of attractions.
Activate the target consumer to visit Yorkshire and use www.yorkshire.com as their main portal to the region to increase spend per visitor via longer duration visits.
Four audience typologies: Discoverers (adventure focused), High Street (shopping focus), Cosmopolitans (food and drink focused) and Traditionalists (culture focused).
Research showed consumers failed to appreciate the diversity of attractions in Yorkshire. We built the strategy around the campaign idea of “There’s more to do in Yorkshire”.
We deliverd an integrated £2M campaign running across TV, cinema, press, outdoor, digital display, social media and www.yorkshire.com.
In the campaign’s first year Yorkshire became the most recalled “county” brand with a 225 per cent increase in web traffic and a 180 per cent increase in bookings.