We have recently completed our first county-wide destination marketing campaign, ‘Find Your Escape’
Running from Spring to October 2024, the objective of the campaign was to raise the profile of North Yorkshire as a ‘rural escape’ featuring the gardens and outdoor spaces of the county. The campaign’s key audience was Aspirational Family Fun – generally London-based high earners with children at home looking for family-friendly activities, and Country-Loving Traditionalists – empty nesters with traditional values, typically aged 50+.
The campaign featured:
- A printed guide
- Print advertising
- Social media activity, both paid and organic
- Out of home advertising
- Videography and photography
- Attendance at shows
We printed 10,000 guides which were distributed to key locations within North Yorkshire and within a 1–2-hour drive of the county. Our advertising with Living North magazine targeted audiences a short drive away and featured the campaign in their newsletter reaching 66,000 subscribers.
Our paid social media ads across our Facebook and Instagram channels reached over 1 million people with over 2 million impressions. Organic content was image-led with posts, reels and videos reaching over 30,000 people across our channels.
We had outdoor advertising at three major railway stations – London Kings Cross, Manchester Piccadilly and Newcastle Central as well as Leeds city centre reaching almost 4 million people.
We commissioned videographers and photographers to capture striking imagery which was used across the campaign.
Our attendance at the Great Yorkshire Show and Autumn Flower Show focused on the campaign themes and saw us engage with 170,000 attendees allowing us to inspire visits as well as promote our campaign partners.
Find out about our campaigns and activities and how you can get involved via our marketing pages.
