case study make yorkshire yours campaign 2005. background britain’s biggest break £2.8 million...

Case study

Make Yorkshire Yours Campaign

2005

Background

• Britain’s Biggest Break

• £2.8 million budget

• 18 month campaign

• Starting January 2005

Objectives

• Increase understanding and appeal of Yorkshire as a short break destination

• Increase market penetration in core target markets

• Increase awareness of Yorkshire as a short break destination amongst the ABC1, 25-34 age group

KPIs

• Raise awareness

• Increase intention to travel

• Generate 300,000 responses

• Achieve 50% increase in visits to yorkshirevisitor.com

• £25 m tourism expenditure

Target audience

• Primary– ABC1 - Affluent empty nesters– South East, London, Midlands

• Secondary– Affluent younger professional couples– South East, London, Midlands

• Motivations– Outdoors, history, heritage, culture, sightseeing, eating out, city

break…

Creative strategy

• To build on all the positives of the previous campaigns by dramatising the variety and contrast Yorkshire offers

But

• Make it engaging and personal thus fitting with Yorkshires’ brand values and making a longer lasting emotional connection with the audience

The core proposition

Make Yorkshire Yours

• Personal and engaging

• Emotive and experiential • Ownable • Plus, a call to action

Media objectives

• Deliver a cost-effective method of achieving 300,000 responses

• Build on previous campaign success, utilising lowest CPR media

• Provide cut-through and stand out in a cluttered environment

Television

• Deliver a cost-effective method of achieving 300,000 responses

• Build on previous campaign success, utilising lowest CPR media

• Provide cut-through and stand out in a cluttered environment

Results to date

• Brand Kind research– “It’s true – you really can have a piece of England all

to yourself if you know where to look.”– “Feels stylish and upmarket.”– “Why would anyone want to go abroad when they can

have this….”

Perceptions of Yorkshire12 statements: those who STRONGLY AGREE

0

5

10

15

20

25

30

35

Dec'04

Feb'05

Which of the following words would you use to describe the advertising you have just seen or heard about Yorkshire?(All respondents)

0

5

10

15

20

25

30

35

Exciti

ngFun

Dynamic

Moder

n

Differ

ent

Quality

Afford

able

Trust

worthy

Value t

heir c

ustom

ers

Innov

ativ

e

Distin

ctiv

e

London

Central

Anglia

Press

• Full page, colour advertisements with postcard tip-ons

• Printed in national weekend newspaper supplements and selected lifestyle magazines

• Paid for editorial supplement

• Supporting TV but pushing call to action

National press advertising

Direct mail

• Acquisition based • Data profiled against our own database• Primary proposition – make a piece of Yorkshire

your own• Creative – echoes TV• Highly personalised• Two executions• 20% response

Direct mail

Digital

• Aim to drive traffic to yorkshirevisitor.com

• Drive traffic to on-line booking

• Pay-per-click advertising on search engines

• Keyword selection critical

Digital

Visitors

0

20,000

40,000

60,000

80,000

100,000

120,000

140,000

160,000

December 1-31 January 1-31 Feb 1 - 28 Mar 1 - 31

Month

Vis

ito

rs

PPC

PPC

Natural Search

PR - Welcome to your Yorkshire

• Invitation to journalists:– Linked to TV campaign.– Bespoke print featuring each

journalists name.– Signpost featuring number of exact

miles, and hours to Yorkshire with journalists name.

– Invitation to a fantastic FAM trip – select the trip you want.

Results

Make Yorkshire yours

Target for campaign:

300k responses

17% conversion

£24m expenditure

8:1 ROI

Actual Year one results:

200k responses

54% conversion

£26.7m expenditure

11:1 ROI

17% first time visitors

Profile of respondents

71% ABC1

Highest volume from South East and Midlands

Year round business

Month of Visits

Short Breaks MYY

Short Breaks 0.30 2.30 3.30 4.60 7.50 17.3021.8020.5016.6019.5026.7015.30 6.50 3.60

MYY 2.30 3.00 6.80 7.50 11.7014.7022.6019.9018.4020.7022.2016.90 7.10 5.30

Nov-04

Dec-04

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Competitors

Other UK destinations visited instead of Yorkshire

0.00%

5.90%

1.50%

7.40%

14.70%

13.20%

22.10%

11.80%

14.70%

20.60%

1.50%

4.40%

7.40%

7.40%

8.80%

10.30%

17.60%

17.60%

23.50%

26.50%

Cotswolds

London

Lancashire

NE/Northumbria

Other

Cumbria – The Lake District

Scotland

Wales

South Coast

South West

MYY

Short Breaks

Next steps

• Campaign continuation

• Web development