Tourism agency Welcome to Yorkshire has encouraged visitors back to the country with a Yorkshire Northern Cities promotion funded by VisitBritain as part of its national campaign, Escape the Everyday.
The promotion was set up by Welcome to Yorkshire to showcase the cities amid turbulent times for tourism, particularly in the weeks and months ahead as some continued Covid-19 restrictions remain in place following recent Government announcements.
The four-week digital campaign, launched on 4 June, focuses on the seven cities of Bradford, Hull, Leeds, Ripon, Sheffield, Wakefield and York. It features dedicated promotions for each city on Twitter, Facebook and Instagram stories, specifically targeting the young couples and empty nester customer profiles.
The campaign has been designed based on VisitBritain’s Covid-19 consumer sentiment tracker that indicates how holiday planners are favouring countryside and rural destinations over cities, with bigger cities reporting a slow return to previous footfall figures.
In addition to promoting the offerings of each city, the campaign is linked to the VisitBritain booking channel TXGB and introduces a ‘Book Now’ action for visitors to book their destination choice and experiences.
James Mason, CEO of Welcome to Yorkshire said: “As a county we can proudly say we have one of the highest numbers of businesses registered to the UK’s nationwide safety scheme We’re Good to Go. We commend the resilience and agility of our Yorkshire tourism organisations, which have adapted their operations and invested in new inventory and training to ensure the health and safety of not just the guests at every point of the journey, but equally important, all their team members.
“As a destination management organisation, we want visitors to have that peace of mind to fully enjoy their time in Yorkshire. Whether it is a first or repeat visit to the county, it is important that we put our best foot forward and lead the way as tourism reopens and the industry begins to recover. Campaigns such as our Northern Cities Escape the Everyday mark the start of a long journey ahead of us.”
