Our "There's More to North Yorkshire" campaign aims to inspire visits and increase overnight stays in North Yorkshire by encouraging visitors to plan their short breaks in the area.
The campaign builds on the 2025 concept which aimed to raise awareness of North Yorkshire as a holiday destination and shift existing negative perceptions of the region.
This campaign will primarily target pre-nesters, identified by VisitEngland as Free & Easy Minibreakers within their domestic tourism segmentation. Typically aged between 20-35, this audience is young, single and child-free, with disposable income to spend on holiday activities. Flexible in their travel planning, they tend to travel outside of peak periods.
Running from April until October 2026, activity will peak around Spring and Autumn.
Activity to date
As we approach the halfway stage of the campaign, we're delighted to share an update of our activity to date.
Website
The campaign landing page features links to all partners, along with a compilation video in the header. We have created a series of itineraries which have been adapted into mini guides across our social channels, with more to follow over the summer.
To-date, the campaign pages have received over 8,000 sessions from 7,300 visitors, 98% of which are new to the website, demonstrating the strength of the campaign in finding new audiences.
Videography and photography
Working with talented Yorkshire-based talented videographers and photographers, we spent four days on location at various partner businesses across the county, capturing a range of experiences and scenery. From the rugged North York Moors and North Yorkshire Moors Railway and awe-inspiring Brimham Rocks, to peaceful gardens at RHS Garden Harlow Carr and Britain's highest pub, Tan Hill Inn, these scenes feature in our campaign videos and imagery.
This year we’ve created multiple shorter, fast-paced videos to better capture the attention of this audience. They highlight contrasting experiences and landscapes, showcasing what makes North Yorkshire such a unique destination.
Out of home advertising
Adverts ran on digital screens in train stations in Leeds, Manchester, Newcastle, Edinburgh and Birmingham between 8–21 June, using photography from the shoots to raise awareness among commuters and residents in these key locations.
Impressions for this period totalled over 1.56 million.
Digital advertising
Our first round of paid advertising ran from 8–21 June across Facebook, Instagram, Spotify and YouTube, to coincide with the OoH campaign. It has already delivered strong results, with over 929,000 impressions.
This has been supported by ongoing organic social activity, including a Yorkshire Day competition.
What's next?
We will continue to promote the campaign with a second burst of paid activity taking place in September 2026 across out-of-home advertising, YouTube, Meta and Spotify, building on the existing success we've seen across these mediums.
Influencer activity from the summer will also be released in September on Facebook, Instagram and TikTok, reaching our key audiences with engaging content that provides practical ideas and inspiration on how to spend a weekend in North Yorkshire.
Additional itineraries and mini guides will continue to be posted on our website and shared across social media.
Results are based on 1 April - 2 August 2026.
