Yorkshire Tourist Board (YTB) is the region’s official tourism agency, which supports its mission statement ‘Passionate about Yorkshire, even more passionate about marketing it. Representing approximately 2,900 Yorkshire tourism businesses our priority is to position Yorkshire as a ‘must see’ tourism destination through focused, targeted, innovative and creative marketing activity to boost business for you.
The financial backing of the regional development agency, Yorkshire Forward made it possible to promote Royal Ascot at York and also through the investment of £2.8million the execution of the hugely successful 18 month highly creative marketing and PR campaign ‘Make Yorkshire Yours’.. The aim of this campaign which ended in March 2006 was to boost awareness and understanding of Yorkshire’s unique qualities and invite people to find out more, visit the region and discover an experience of Yorkshire that they can truly call their own. This campaign invited visitors to ‘Make Yorkshire Yours’ and this was the theme that ran through all the activity. This campaign follows in the footsteps of the highly successful ‘Britain’s Biggest Break’ campaign of 2002 and 2003. The MYY campaign included television, press & magazine advertising, direct mail, and online marketing. The overall final results have been fantastic, 54% of customers ordering the guide visited our region against a target of 17%. £42.9m expenditure was brought to the region, an average of £447 spend per trip resulting in a 15:1 return on investment. Also a great results in terms of 65% of enquires were new to Yorkshire.
Following on from the great success of ‘Make Yorkshire yours 1’, ‘Make Yorkshire yours 2’ has just recently launched in January 2007. This is a £1.6million campaign again supported by Yorkshire Forward spanning 15 months. This campaign will continue to use the ‘Make Yorkshire yours message throughout all activity’ the first phase of press and TV has just finished with great initial results. This campaign will include a mix of all media types including TV, press, direct mail, affinity marketing, PR and online.
PR continues to support all YTB’s consumer and business marketing activity and in 2005/2006 over £1.4million media coverage was generated, equating to an exposure value of £4.2 million.