Case study Make Yorkshire Yours Campaign 2005

Background Britain’s Biggest Break £2.8 million budget 18 month campaign Starting January 2005

Objectives Increase understanding and appeal of Yorkshire as a short break destination Increase market penetration in core target markets Increase awareness of Yorkshire as a short break destination amongst the ABC1, age group

KPIs Raise awareness Increase intention to travel Generate 300,000 responses Achieve 50% increase in visits to yorkshirevisitor.com £25 m tourism expenditure

Target audience Primary –ABC1 - Affluent empty nesters –South East, London, Midlands Secondary –Affluent younger professional couples –South East, London, Midlands Motivations –Outdoors, history, heritage, culture, sightseeing, eating out, city break…

Creative strategy To build on all the positives of the previous campaigns by dramatising the variety and contrast Yorkshire offers But Make it engaging and personal thus fitting with Yorkshires’ brand values and making a longer lasting emotional connection with the audience

The core proposition Make Yorkshire Yours Personal and engaging Emotive and experiential Ownable Plus, a call to action

Media objectives Deliver a cost-effective method of achieving 300,000 responses Build on previous campaign success, utilising lowest CPR media Provide cut-through and stand out in a cluttered environment

Television Deliver a cost-effective method of achieving 300,000 responses Build on previous campaign success, utilising lowest CPR media Provide cut-through and stand out in a cluttered environment

Results to date Brand Kind research –“It’s true – you really can have a piece of England all to yourself if you know where to look.” –“Feels stylish and upmarket.” –“Why would anyone want to go abroad when they can have this….”

Perceptions of Yorkshire 12 statements: those who STRONGLY AGREE

Which of the following words would you use to describe the advertising you have just seen or heard about Yorkshire? (All respondents)

Press Full page, colour advertisements with postcard tip-ons Printed in national weekend newspaper supplements and selected lifestyle magazines Paid for editorial supplement Supporting TV but pushing call to action

National press advertising

Direct mail Acquisition based Data profiled against our own database Primary proposition – make a piece of Yorkshire your own Creative – echoes TV Highly personalised Two executions 20% response

Direct mail

Digital Aim to drive traffic to yorkshirevisitor.com Drive traffic to on-line booking Pay-per-click advertising on search engines Keyword selection critical

Digital

PPC

Natural Search

PR - Welcome to your Yorkshire Invitation to journalists: –Linked to TV campaign. –Bespoke print featuring each journalists name. –Signpost featuring number of exact miles, and hours to Yorkshire with journalists name. –Invitation to a fantastic FAM trip – select the trip you want.

Results

Make Yorkshire yours Target for campaign: 300k responses 17% conversion £24m expenditure 8:1 ROI Actual Year one results: 200k responses 54% conversion £26.7m expenditure 11:1 ROI 17% first time visitors

Profile of respondents 71% ABC1 Highest volume from South East and Midlands

Year round business

Competitors

Next steps Campaign continuation Web development