Launching York's Finest
When York's new Visitor Information Centre (VIC) launched with a fanfare in 2010, its partners (including Visit York and Yorkshire Forward) had one main objective: to grab the attention of visitors AND locals without segregation. Our leisure and destination PR expertise blew them away as we positioned the VIC as the key to Yorkshire – winning the hearts of tourists and residents alike.
Our acclaimed campaign was a hit in Yorkshire and beyond as we set about spreading the word - from profiles on key team members in local press to a school art competition which asked children to pen their favourite thing about York or Yorkshire. We ran a survey to find the Best of Yorkshire which secured 23 pieces of coverage alone and, of course, we made sure the launch event went without a hitch and was attended by a suite of Yorkshire's VIPs and journalists.
By the time the campaign finished we had secured 81 pieces of coverage reaching almost 5.5million people and the new York VIC had recorded a 190% increase in visitors compared to 2009 – smashing its target of 40%. If that's not enough, Visit York and WPR won the travel and tourism category at the 2010 European Excellence Awards. Reet Good!