As the summer holidays drew to a close at the end of August 2024, we launched our ‘Time to Get Away’ campaign which ran throughout the autumn and winter season.
This campaign was designed to promote North Yorkshire as a visitor destination during the shoulder and off-peak seasons showcasing the beauty of the area during this time of year. Autumn and winter are a great time for short break getaways, staying in cosy, boutique accommodation, enjoying bracing walks and curling up by a roaring fire after some great pub grub. By highlighting visits during this time we can promote sustainable tourism year-round.
The campaign targeted the Free and Easy Mini-breaker audience, those pre-family couples, aged 18-35 with disposable income, the freedom to book last minute, off-peak short breaks and a love of unusual and quirky activities and locations. Alongside this key audience, the campaign promoted sustainable travel and showcased the ease of travel by public transport across the county.
The main focus of the campaign was to use content creators to highlight what North Yorkshire has to offer during the autumn and winter months. We worked with four influencers with a relevant audience and interests alongside train companies and our tourism partners. Each influencer visited a different part of the county – Malton, Skipton, Whitby and Harrogate – and produced engaging and inspiring content highlighting travel, accommodation, activities and attractions in each of the areas.
A campaign video was also produced to promote getting away to North Yorkshire at a quieter time and this was used in paid social media ads and Google ads with a CTA directing viewers to the Visit North Yorkshire website. The social ads targeted audiences in the London, Southeast, Manchester, South Yorkshire and Derbyshire areas and was shown across multiple platforms and feeds. The campaign video was also uploaded to the Visit North Yorkshire YouTube channel.
Paid social was complemented by organic content with reels highlighting why you should get away to North Yorkshire.
Headline results:
The influencer content was viewed 129,706 times and reached 64,520 accounts.
Social media activity (paid and organic) had 1,161,251 impressions and reached 860,326 accounts.
The Google ads had 68,008 impressions and 12,857 views.
The campaign video was viewed 10,568 times.
For more information about our marketing campaigns and how you can work with us, see our marketing pages.
