York’s winter tourism campaign begins to snowball

10 Dec 2012 @ 3.53 pm
| News

Issued by Visit York

Visit York’s national winter tourism campaign, York Wrapped Up, has stepped up a gear this week with six sheet outdoor advertising taking prime locations at key London railway and underground stations including Paddington, Euston and Victoria with the same six sheet campaign also appearing at Newcastle’s mainline station.

This high profile promotion for York is in addition to four special 3D screens in Covent Garden, each playing 15 second adverts promoting short breaks in the historic city of York.

The 3D adverts, which can be viewed without 3D glasses, will run in this busy central London location throughout December. The creative for the adverts centres on the Wrap Yourself Up In York This Winter message which invites visitors to immerse themselves in the city, wrap up warm and explore the sights and sounds of York’s hidden depths.

National awareness

The York Wrapped Up campaign will continue to pick up pace throughout December and January with press advertising appearing in national outlets including the i newspaper, Guardian Weekend, Independent Magazine, Guardian, Observer Magazine, London Evening Standard and Metro.

Digital advertising will appear on Yahoo Travel, Exchange Lab and the Google Display Network which will be bolstered by a dedicated social media campaign and a monthly e-newsletter each linking through to a new ‘York Wrapped Up’ landing page, all aimed at boosting word-of-mouth awareness of the campaign.

Throughout the duration of the York Wrapped Up campaign, which runs until March 2013 and is designed to boost bookings in the off peak tourism season, a promotional flyer will be sent out via Visitor Guide enquiries, national tourist information networks and key railway stations in London and the South East.

A public relations campaign will also target regional and national media, with travel writers and journalists from across Britain being invited to experience York for themselves.

Gillian Cruddas MBE, Chief Executive of Visit York, said: “We are thrilled to be unveiling the first strands of the York Wrapped Up campaign in the capital. Our marketing team has been working closely with designers to produce creatives that will capture the imaginations of Britons all over the country and inspire them to choose York, a ‘must-see’ city that’s so easy to get to, for winter getaways.”

Special winter offers

As part of the ‘York Wrapped Up’ campaign, many hotels and b&bs are offering two night stays with a free dinner on the first night or a Yorkshire welcome hamper. Other offers include a three day York Pass for the price of a two day pass and host of special restaurant and shopping deals. Further information on all the special offers can be found at www.visityork.org/wrappedup

Funding and delivery

Visit York’s winter campaign is being delivered using the first installment of its funding from the government’s Regional Growth Fund (RGF), as part of the Growing Tourism Locally investment project, led by the national tourist board VisitEngland and supported by East Coast Trains. Visit York was recently awarded £666,666 to produce campaigns over the next three years to encourage more Britons to holiday in the city.

Gillian continued: “York Wrapped Up signals the start of an exciting phase for Visit York as we embark on a three-year mission to raise awareness of the city as an ideal holiday and short stay destination. We look forward to working with the city’s hotels, restaurants, retailers and attractions to help boost the local economy by £22 million over the coming three years.”

The three-year campaign will also help create an estimated 391 new jobs in and around the city. To find out more about Visit York, go to www.visityork.org.

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