Be a tourist at home for the weekend
The Residents’ Festival returned for its fifth-year on 5th – 6th April, offering locals and visitors an opportunity to rediscover the hidden gems of the Selby area. The event celebrated community pride through exclusive discounts, guided tours, and unique experiences across Selby, Tadcaster, and Sherburn-in-Elmet. Its success was bolstered by targeted promotional efforts designed to engage residents and amplify local partnerships.
Strategic Promotion for Maximum Reach
To ensure broad visibility, we worked with Global to roll out out-of-home (OOH) advertising, featuring eye-catching ads on the sides of local buses and in prominent roadside poster displays along key routes connecting Selby, Leeds, and York. This ensured the festival reached commuters and visitors across the region. On social media, we co-created promotional assets tailored for each participating business, sharing them across our channels while encouraging partners to leverage these materials. This collaborative approach fostered organic engagement, with audiences interacting directly with businesses through comments and shares. In total, the campaign generated over 20,000 views across Facebook and Instagram.
We further amplified awareness through a radio roadshow with York Mix Radio, broadcasting live from Selby, Tadcaster, and Sherburn in Elmet to highlight event highlights and local stories. Additionally, partnerships with local Mumbler community groups helped us connect with families, ensuring the festival’s offerings resonated with diverse audiences.
Rediscovering Local Gems
The festival’s “be a tourist at home for the weekend” ethos invited residents to explore historic landmarks like Selby Abbey, scenic outdoor spaces, and independent cafes. Behind-the-scenes tours and exclusive discounts at shops and restaurants underscored the district’s vibrant character.
Celebrating Food and Retail
Food lovers enjoyed special deals at eateries, from afternoon teas to craft beverages, while retailers offered discounts on unique products. Live entertainment added energy to the weekend, creating memorable moments for all ages.
Supporting Local Businesses and the Visitor Economy
While the festival was designed to help residents connect with what is on their doorstep, it also delivered real value for local businesses. Participating venues benefited from increased footfall, wider exposure on social media and traditional media, and the opportunity to build relationships with new customers. Events like the Residents’ Festival not only foster community pride but also provide a valuable boost to the local economy and help small businesses thrive.
