Walkshire Campaign Finalist in Prolific North Marketing Awards 2021


Home Walkshire announced as Finalist in Prolific North Marketing Awards 2021

#Walkshire announced as Finalist

in Prolific North Marketing Awards 2021

We are delighted to announce that Welcome to Yorkshire’s year-long #Walkshire campaign has been shortlisted as a finalist for the Best Social Purpose Campaign in the Prolific North Marketing Awards 2021, celebrating excellence, creativity and innovation in the marketing industry in the North. The awards focus on recognising stand-out campaigns of the year, plus recognising the region's Best Small and Large Agencies, and Best In-House Team.

Launched on New Year’s Day, Welcome to Yorkshire’s unique destination marketing campaign #Walkshire has captured the imagination of so many people across the county, the nation and the world. Showcasing a walk for every day of the year and more, #Walkshire is the most inclusive of campaigns and can be enjoyed by all ages and abilities, with wonderful well-being and health benefits. This latest recognition of Welcome to Yorkshire’s ‘Walkshire’ campaign adds to the prestigious UK Social Media Awards earlier this year.

At a time when health, well-being and the great outdoors are a top priority for all, whatever age and ability, #Walkshire has introduced a new perspective on all areas of the county. From urban, countryside to coastal walks, the campaign’s Walk of the Day element has demonstrated Yorkshire’s rich diversity of place, landscapes, people, architecture, heritage, history, economies, attractions and of course food and drink, all through the medium of walking, with a strong emphasis on inclusion and accessibility with walks planned for all abilities.

In May this year, the campaign raised over £120,000 for Yorkshire Cancer Research, with many people participating across the county and further afield, as well as fantastic fundraisers participating from across the world, including California and Iowa in the US, as well as Austria, Germany and London, all with a love of our great county. It’s even had the seal of approval from multi-award-winning actor and proud Yorkshireman, Sir Patrick Stewart, tweeting from LA to his 3.6m followers “This fundraiser will make my beloved Yorkshire even lovelier” AND former England and Yorkshire cricketer Ryan Sidebottom has declared he’s “bowled over” by the impressive fundraising efforts.

After an incredibly challenging 18 months for the travel and tourism industry globally, Walkshire has been one of a handful of destination campaigns that has flourished despite a pandemic and travel restrictions, keeping Yorkshire in the spotlight and at the forefront of people’s minds. During the height of a national lockdown in January, the #Walkshire campaign achieved 12 press mentions including making the front page of BBC and ITV news on launch week: https://www.bbc.co.uk/news/uk-england-york-north-yorkshire-55507045

Delivered entirely by the organisation’s in-house digital marketing team, the campaign as seen incredible social engagements, reaching over 10,5 million impressions and a quarter of a million website page views to date. The Instagram hashtag #Walkshire has over 5,000 posts showcasing Yorkshire scenery from across the county, and together we’re reshaping perceptions around walking as an exclusive hobby, promoting wellbeing and sharing both urban and countryside routes including those with all ranges of access challenges.

#Walkshire was always designed to also showcase Yorkshire businesses, enabling marketing opportunities to our global brand reach of over 23 million and a social reach of almost 20 million, and partnering with 60 organisations and contributors, including TOG24, Transdev, Harrogate Spring Water, Sustrans and Canal & River Trust, as well as bloggers and influencers.

Walkshire has involved every employee at Welcome to Yorkshire and supported our members. Inspired by the campaign, people have re-discovered walking and its benefits, and we’re proud that it has also influenced local authorities such as Bradford Council to invest in improving their walking paths, as well as communities to consider sustainable transport options in their choice to discover new places within the county.

An award win recognising #Walkshire as the Best Social Purpose Campaign in the Prolific North Marketing Awards 2021 would set a precedent for the UK Tourism industry. Previously known as the Northern Marketing Awards, the winners will be announced at an event at the Queen's Hotel in Leeds on November 25th. 

Welcome to Yorkshire are showcasing what’s possible through the power of social media, making a measurable positive impact across the region!

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Editors’ Notes:

Welcome to Yorkshire is the official destination marketing organisation for Yorkshire, working to grow the county’s visitor economy yorkshire.com

Yorkshire has much to offer, including vibrant cities, a spectacular coastline, stunning countryside, tempting towns, astounding arts, fabulous food & delicious drink, as well as a wealth of history & heritage. Its abundant open spaces also means it’s a magnet for visitors wishing to enjoy the great outdoors walkshire.com

Welcome to Yorkshire has an annual social reach of circa 20 million engagements and a global brand reach of over 23 million.

Welcome to Yorkshire is a not-for-profit membership organisation, funded in part by grants, sponsorship & Welcome to Yorkshire members. All money raised is reinvested directly back into promoting Yorkshire.

Tourism in Yorkshire pre-pandemic was worth £9 billion annually. The county’s tourism and hospitality industry pre-pandemic employed almost 225 thousand people

Tag Welcome to Yorkshire in any coverage on Twitter and Facebook using our handles: @welcome2yorks and https://www.facebook.com/welcometoyorkshire

Twitter: @Welcome2Yorks (272k)

Facebook: @welcometoyorkshire (161k)

Instagram: @welcometoyorkshire (82k)


For further information contact:

Carolyn Nicoll

Head of Communications, Editor of This Is Y & ‘Talkshire’ podcast

E: [email protected]

M: 07719 673029



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