Following the launch of the new Visit North Yorkshire website, the destination marketing team launched a new marketing campaign, “There’s more to North Yorkshire”. The campaign was funded by the UK Shared Prosperity Funding (UKSPF).
Running from June to August 2025, this campaign aimed to challenge perceptions of North Yorkshire and encourage new audiences to take holidays or short breaks in the county.
According to a perception survey commissioned by Visit North Yorkshire in 2023, while North Yorkshire was acknowledged to be beautiful and peaceful, it was also described by non-visitors as boring, cold, and far away. Furthermore, only 33% of people realised they had visited North Yorkshire once they were shown a map.
To tackle these issues, we worked with marketing agency SomeOne to develop the campaign creative. We undertook the following activities:
- Social media
- Out of Home advertising
- New inspirational video and photography
- TV Advertising with Channel 4 Streaming
- YouTube advertising
We commissioned videographers and photographers to capture striking imagery, which was used across campaign activity.
We had outdoor advertising at two major railway stations in London – Kings Cross and Paddington, which reached over 7.2 million people.
The campaign video was used as a TV advertisement through Channel 4 Streaming reaching over 500,000 people, and on YouTube, achieving over 147,000 views to date.
Find out about our campaigns and activities and how you can get involved via our marketing pages.
