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