Delivering high value traffic to ‘Welcome to Yorkshire’
McCann Manchester helped drive high value visitors to Yorkshire by changing perceptions of the county and raising its profile. This multi award-winning campaign focused on the diversity and accessibility of Yorkshire and the rebrand from ‘Yorkshire Tourist Board’ to ‘Welcome to Yorkshire’. Fresh and impactful creative treatments were combined with really engaging media including broadcast and print. Driven by consumer insight, the digital team developed a detailed destination search, secured third party stakeholders and built a mobile application for Yorkshire.com –all within a five week deadline. The campaign drove impressive shifts in awareness and attitude (in the first year Yorkshire became the most recalled “county”) and saw a 225 per cent increase in traffic and a 180 per cent increase in bookings. McCann Manchester won Marketing Agency of the Year and the Chairman’s Award at the Mi Awards in 2010 for the Welcome to Yorkshire Campaign. The campaign also won ‘Best Marketing Campaign’ at the World Travel Awards in 2010.