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Campaign Activity - Leisure
Make Yorkshire Yours campaigns
Yorkshire Tourist Board has now completed two amazingly successful ‘Make Yorkshire Yours’ marketing campaigns.
We set ourselves ambitious targets for both of these campaigns which were generously funded by Yorkshire Forward – however, the results far exceeded our expectations.
Our first Make Yorkshire Yours campaign ended in March 2006 having achieved a 15:1 return on our £2.8 million investment and tourism spending of almost £43 million.
This compares to our original targets of an 8:1 return on our investment with tourism spending of £24 million.
In addition, this first outstandingly successful campaign achieved a conversion rate of 54%, compared to our original target of 17%, and 65% of all the enquiries we generated were new.
Make Yorkshire Yours 2
Our second high profile Make Yorkshire Yours campaign ended in March 2008 and was also highly successful.
The combined marketing and PR campaign aimed to raise awareness of Yorkshire as the perfect short break destination throughout the year, and to increase spending per visit. Our target markets for the campaign were affluent couples, over the age of 45, living in London, the south and the Midlands.
However, we continue to ensure our marketing activity appeals to a broad range of potential visitors of all ages and interests, from across the UK and abroad.
Results to date
Conversion Research undertaken for 2007 has highlighted extremely positive results. A conversion rate of 60% has been achieved along with a 20:1 return on our £2.1 million investment with tourism spending of £43.5 million.
The second part of the research will be carried out towards the end of the Autumn 08 for the final 3 months of the campaign, therefore providing a full analysis of the impact of the second Make Yorkshire yours campaign.
Get involved
Contact us to find out how you can take part in our high profile marketing and PR campaigns, boost your business and support our overall aim of making Yorkshire the number one tourist destination in the UK.