Marketing Campaigns

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 on the North Yorkshire coast.

There’s More to North Yorkshire 2026

Status: To go live March 2026

Theme: Raising awareness of North Yorkshire and shifting existing negative perceptions of the region. This next phase focuses on the breadth of experiences available, making it ideal for visitor-facing businesses that offer something distinctive, unexpected, or experiences that are hard to find elsewhere

Target market: Primarily Free and Easy Mini-Breakers within a 2+ hour travel radius

Timescale: March 2026 to October 2026, with peaks around Spring and Autumn

Activity: Outdoor advertising, digital advertising including YouTube and PPC, social media, videography and photography opportunity, influencer and PR opportunities

Get Involved

Come On In – Now Live

Status: LIVE

Theme: The great outdoors, cosy accommodation 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: October 2025 to March 2026

Activity: Social media activity, influencer engagement and online advertising.

Christmas in North Yorkshire

Status: COMPLETE

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.

To enquire about Christmas 2026, email biz@visitnorthyorkshire.com.

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, 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 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.

The Wensleydale Creamery, in Hawes, North Yorkshire

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 the year, 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.

Find out more about Restaurant Weeks

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.