Reaching New Visitors for North Yorkshire
We run a programme of destination marketing campaigns throughout the year focusing on key themes to target both new and returning audiences.
Our campaigns are crafted to capture interest and inspire potential visitors to learn more about North Yorkshire.
Hero Campaigns
These campaigns fall outside your annual web listing partnership and offer an exclusive chance to promote your business to specific audiences through targeted marketing activity and are centered around key themes.
They are available to partners at an additional cost.
Find Your Escape – Now Live
- Status: LIVE
- Theme: Showcasing North Yorkshire as a first-choice destination to escape to using distinct categories – outdoors, luxury accommodation, and history and heritage.
- Target market: Free and Easy Mini-breakers and Aspirational Family Fun
- Timescale: May until the end of 2025, peaking between May and October
- Activity: Outdoor advertising, paid and organic social media, YouTube advertising, pay-per-click targeted campaigns and Influencer engagement.
Christmas in North Yorkshire – OPEN FOR PARTNER PARTICPATION
- Status: OPEN FOR PARTNER PARTICPATION
- Theme: Inspiring domestic visitors to enjoy the festive period in our many attractions, markets and town centres.
- Target market: Targeting residents and visitors within a 1-2 hour drive time, focusing on families who are looking for different festive experiences, whether visiting for a few days or a longer stay.
- Timescale: September – December 2025
- Activity: Printed guide, outdoor advertising, paid social media advertising, radio advertising, and new photography and videography.
Come On In – OPEN FOR PARTNER PARTICPATION
- Status: OPEN FOR PARTNER PARTICPATION
- Theme: History and heritage, great outdoors and experiences that are perfect for the autumn/winter months.
- Target market: Country-Loving Traditionalists and Free & Easy Mini-breakers, who are more likely to travel outside of peak seasons
- Timescale: September 2025 to March 2026
- Activity: Social media activity, influencer engagement and online advertising.
Download the Come On In 2025 Partner Opportunities Pack.
Value Added Campaigns
These campaigns are part of our ongoing marketing activities showcasing North Yorkshire to the world.
Value added campaigns allow us to focus on North Yorkshire as a place complemented by featuring our existing partners relevant to the campaign theme at Gold and Platinum levels.
Starring North Yorkshire
To complement VisitEngland’s international marketing campaign for 2025, Starring Great Britain and in line with one of our identified marketing themes, “Screen”, we are putting the spotlight on North Yorkshire’s TV, Film and literary locations and connections in our own year-long campaign.
VisitEngland research shows that more than 9 out of 10 potential visitors to the UK are keen to visit a film or TV location during their trip. Starring North Yorkshire uses online itineraries, blogs, social media and influencer activity to showcase some of the landscapes, towns and venues that have featured, inspired or are connected to a TV series or film.
There’s More to North Yorkshire
The There’s More to North Yorkshire campaign is aimed at changing perceptions of North Yorkshire and encouraging visits by those that may not have considered it before. According to a perception survey carried out in 2023, the county was acknowledged as beautiful, natural, and peaceful however it was also described by non-visitors as boring, cold, and far away. We wanted to create a campaign to challenge these negative perceptions and improve recognition of place.
This campaign primarily targets our two growth markets Free and Easy Mini-Breakers and Aspirational Family Fun and activity is predominantly targeted to London and the South East.
Campaign activity includes outdoor advertising in London Kings Cross, a Channel 4OD TV advert, organic and paid social media, blogs and itineraries and new video and photography content.
This campaign was funded by the UK Shared Prosperity Funding (UKSPF) and we worked with marketing agency SomeOne on the campaign creative.
Food & Drink
“Food and drink” is one of our key marketing themes and an important element of any visit. In North Yorkshire, we have an impressive and extensive food & drink offer. From world-renowned makers to Michelin-starred restaurants to vibrant street food festivals. Throughout 2025, we will highlight this offer through blogs, itineraries, social media activity, influencer engagement and PR.
Campaign activity will predominantly feature Platinum, Gold and Silver partners.
As part of the food & drink theme, we also run Restaurant Weeks. Restaurant Week is an initiative which sees restaurants and cafes set special menus at specific price points, i.e. £10, £15, £20, £25, £30 to encourage diners to visit at typically quieter times of the year. Marketing of Restaurant Week includes Radio advertising, PR and social media activity.
Family fun
Our year-round family-themed blog and social media activity peaks around key school holidays targeting families planning days out, short getaways and visiting friends and family.
This campaign includes events and activities and includes social media, blogs and itineraries.