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Marketing
Welcome to Yorkshire’s marketing activity has evolved and grown since our launch in 2009. Working with the tourism industry, local authorities and the wider business community in Yorkshire we continue to deliver impressive results with award winning campaigns. With visitor numbers up 16%* and the length of stay up 15%* our campaigns are certainly putting Yorkshire on the world wide map.
Building on the success of the regional domestic campaign ‘Have a Brilliant Yorkshire’, our targeted campaigns underpin ten key themes: Outdoors, Heritage, Delicious, Sport, Events & Festivals, City Life, Family Fun, Indulgence, Coastal and Artistic. These campaigns enable us to deliver a more focused message to an identified target audience to inspire them to holiday in Yorkshire. The themed campaigns are perfect for business to get on board with as they give you the opportunity to work with us in areas that match your product. For full details and all related costs click here.
* Figures for the first quarter of 2011, compared to same period in 2010. VisitEngland
2012/13 Marketing Highlights
2012/13 Activities
Here is a summary of our exciting marketing plans for the coming year. If you would like further information on our activities please contact Vikki Harris, Head of Marketing on 0113 322 3500.
TV Advertising (March -May 2012)
Building on the phenomenal results generated by our 2011 campaign ‘Have a Brilliant Yorkshire' - We have secured prime time slots across key ITV regions and satellite channels. Our TV ad has the campaign message - "So much, so near, so different. Have a Brilliant Yorkshire." We also have plans for an Autumn and Spring campaign.
TV Sponsorship
Building on our previous success of sponsoring programmes such as Who Wants to be a Millionaire, Heartbeat, Animals Do the Funniest Things and Paul O'Grady, we have two exciting new programmes confirmed on ITV1, Countrywise and The Great British Taste Tour.
The Great British Taste Tour
In this brand new ITV daytime format, we'll meet four strangers with a passion for fantastic food and the great outdoors, competing against each other for a £1,000 prize. Each self-contained episode sees our Taste Tourists enjoying the very best local fare, from fine restaurants to quirky cafes. They'll visit beautiful locations and stay over in a whole range of places - from luxury to outlandish...
ITV1 daytime slot - over the Easter holidays making it clear that Yorkshire is the capital of food.
9th to 20th April
Monday - Friday from 4 p.m. to 5 p.m.
Countrywise
Paul Heiney is joined by historian Bettany Hughes, horticulturalist Rachel de Thame and wild food expert Mike Robinson, each using their specialist knowledge to explore a new dimension of the places they visit.
Monday evenings from 8 p.m. to 8.30 p.m (in between Coronation Street)
25th June to 3rd Sept
Product Placement on Emmerdale - A first!
Perhaps the most exciting initiative this year is product placement in Yorkshire's most iconic television programme - it is one of ITV's most popular shows, with each episode attracting in the region of 8 million viewers. This year Emmerdale celebrates its 40th anniversary. Our brand will be represented in many different guises across various episodes of the show.
Manchester
We will be targeting Manchester as the gateway to Yorkshire with an ambitious outdoor campaign.
London
Over the next few months we are targeting people in London and the South East who may be looking to escape the South East over the summer. Activity includes:
Branded ticket barriers and transvision screens in Kings Cross
Targeted mailing to 250k homes in London
90k copies of This is Y to be distributed with the Saturday and Sunday Telegraph
3 weekend takeovers of LBC (talk radio)
Other exciting announcements:
• Five year tourism strategy - yorkshire.com/strategy
• Back our bid to host the Tour de France in Yorkshire - yorkshire.com/backlebid
• Download our Hockney trail - yorkshire.com/hockney
• Become a Yorkshire Champion - www.yorkshirechampions.com
• On-going support of events and festivals in Yorkshire - yorkshire.com/festivals
• Joint coastal campaign with Yorkshire Water - yorkshire.com/coast
• Bronte themed garden for this year's Chelsea Flower Show - yorkshire.com/chelsea
• Entries open for the White Rose Awards 2012 - whiteroseawards.com
• Find out how where you can see the torch relay yorkshire.com/olympics
Award winning Activity
World Travel Awards 2011 & 2010
Beating stiff competition from destinations and brands of the likes of Brazil, India, South Africa, Abu Dhabi, Qatar, Etihad, Kuoni, Expedia, Visit London, Thomas Cook and Visit Scotland WTY’s Regional Marketing campaign picked up the prestigious award at a ceremony in Doha earlier this month (January 2011). Not only is this a fantastic achievement it is our second in a row after success in 2010 with the award winning marketing campaign, "Welcome to a whole lot more going on".
Our other recent Awards
- Europe's Leading Marketing Campaign World's Leading Marketing Campaign
- International Business Forum
- Most Innovative Marketing Campaign Award 2009 "A long weekend in Yorkshire isn't long enough"
- MiAwards 2010 Chairman's Award
- Travel Mole Awards Best Tourism Website, yorkshire.com 2009 and 2010
- Best Use of Video 2010
- Travel Marketing Awards 2010
- Gold Award - Best Magazine
- Silver Award - Best Website
- British Youth Travel Awards 2010 Best UK Youth Destination Award
- Institute of Directors 2010
- Judge's Special Award for Gary Verity, Chief Executive
- Olivier Awards 2011
- Best Entertainment Award for The Railway Children at the Waterloo Station theatre
Registered Office: Welcome to Yorkshire, Dry Sand Foundry, Foundry Square, Holbeck, Leeds, LS11 5QN, United Kingdom Company Limited by Guarantee no: 2896762 | VAT No. 170 4702 85
