Autumn 2025 saw the launch of our off-season campaign, “Come On In”, which ran to March 2026 and aimed to encourage overnight stays in North Yorkshire during the autumn and winter months. Focused around eight headline partners, it highlighted the area as an ideal off‑peak destination, promoting outdoor activities, cosy places to stay, and time spent enjoying the county’s scenery.
The campaign focussed on two main audiences: ‘Free and Easy Minibreakers” and “Country Loving Traditionalists” in key cities within two hours of North Yorkshire.
Campaign activity included:
- Video advertising
- Social media advertising
- Influencer collaborations
- Digital content
YouTube
We delivered a series of targeted YouTube video campaigns showcasing inspiring days out, scenic landscapes and quality accommodation in North Yorkshire, all within a two‑hour journey of the target locations.
The campaign generated strong engagement at scale, achieving more than 1 million impressions and driving 45,400 clicks.
Social media
Across Facebook and Instagram, we delivered over 50 organic posts, trialling a wide range of formats and themes that aligned with seasonal moments and made strong use of user‑generated imagery.
The organic activity was viewed more than 302,000 times and reached 182,400 users. This was supported by a series of paid video adverts which delivered 377,900 impressions, reaching 172,300 people.
Influencer collaborations
To further inspire the Free & Easy Mini‑breaker audience, we hosted two influencer visits highlighting different experiences across the county.
Together, the influencer activity achieved 63,000 views and generated more than 1,200 likes, helping to extend the campaign’s reach through trusted voices.
Digital content
A dedicated Come On In landing page brought the campaign together, featuring seasonally updated imagery and copy, partner listings, blogs, itineraries and a user‑generated image gallery.
Supporting blogs and itineraries highlighted different areas of the county, offering practical visitor inspiration while tapping into key travel trends such as dark skies and dog‑friendly breaks. This digital content drove 20,000 sessions from 14,400 users, demonstrating strong interest in further exploration and trip planning.
