Visit North Yorkshire’s first Christmas campaign

2024 saw the launch of our first county-wide destination festive marketing campaign, ‘Christmas in North Yorkshire’.

Running from September to December 2024, the objective of the campaign was to raise the profile of North Yorkshire. The campaign’s key audience was Aspirational Family Fun – generally London-based high earners with children at home looking for family-friendly activities; Country-Loving Traditionalists – empty nesters with traditional values, typically aged 50+; and Free and Easy Minibreaks – younger travellers pre-kids.

Advertising focused on North Yorkshire and the wider Yorkshire region, the Tees Valley and wider North East, and the North West including Greater Manchester, plus the South-East focussing on the home counties and Greater London.

The campaign featured:

• A printed guide
• Print advertising
• Social media activity, both paid and organic
• Digital advertising
• Audio instream advertising
• Videography and photography

We printed 30,000 guides highlighting Christmas events, attractions and markets which were distributed to key locations within North Yorkshire and within a 1–2-hour drive of the county.

Our advertising with Yorkshire Life reached over 60,000 people via print articles, alongside online articles and social media posts with The York Press and Northern Echo.

Our organic and paid social media posts across our Facebook and Instagram channels received around 1 million impressions, with over 1500 competition entries.

Advertising via the Bauer instream network in North Yorkshire and the wider region, and Spotify instream advertising to targeted postcodes in the South-East garnered over 372,000 audio impressions.