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20/03/2015

Visit York – Scoops Silver in Travel Marketing Awards

Visit York, the tourism agency for York and its surroundings, has scooped the Silver Award for ‘Best Tourism Campaign’ in the annual Travel Marketing Awards. This national award recognises the most original, creative and best performing marketing campaign in the world of tourism. Created in partnership with FRONT marketing agency tourism bosses are delighted by the news, which was announced last night at a prestigious awards ceremony in London.

Judges were looking for a consistent brand message and evidence of the use of marketing using more than one medium, including both traditional and non-traditional marketing channels to reinforce each other. The awards were presented at Grosvenor House A JW Marriott Hotel in London. Attending the ceremony were Kate McMullen, Head of Visit York, Michelle Brown Marketing Manager Visit York and Joe Chetcuti, Director, FRONT.

Michelle Brown, Marketing Manager Visit York, said, ‘We’re thrilled. In a growing global tourism market, it’s vitally important we continually develop new ideas to catch the attention of the traveling public. Our marketing and PR campaigns are designed to be innovative and different and winning the Silver Award is a superb acknowledgment for us and the tourism sector in York.’

Supported by Visit England as part of the Regional Growth Fund the ‘First Time in York’ campaign was aimed at attracting first time visitors to the city for overnight stays whilst reminding loyal customers of the benefits of re-visiting. Traditional York messages of an iconic beautiful city were communicated but with a contemporary twist demonstrating the city’s vibrancy and culture. The campaign used superb new photography to really sell the city.

A mix of TV, press, outdoor and online marketing was used to target couples in London, the South East and Scotland. Joe Chetcuti, Director of FRONT said, ‘We were delighted to be chosen to work with Visit York. Travellers like to return home with their own personal stories of discoveries and “new to them” experiences. We firmly believe we achieved this and we’re delighted.’

The tourism campaign, which was sponsored by East Coast Trains, included a dedicated landing page on www.visityork.org, social media, a digital partnership with Mr&MrsSmith.com and high50.com, media partnerships with the Independent and the Telegraph, TV advertising in London and Scotland as well as creative advertising at the mainline London and Underground stations.

A raft of media relations activity was also initiated including the launch of the world’s first ever scented visitor guide; Smell York. Results so far show that bed nights booked are up by 20% on same period in the previous year and website statistics are up by 12% - generating 40,000 more visits to York’s award-winning travel website www.visityork.org. ENDS.

Notes to Editors:

For further information please contact:
Kay Hyde – Head of PR and Communications – Visit York
Direct Line: 01904 554451
Mobile: 07506 048852
Email: kh@visityork.org

Katie Parsons – Senior Communications Executive – Visit York
Direct Line: 01904 554436
Email: kp@visityork.org

Notes To The Editor

The Eden Project won the Gold Award in this category.

About Visit York

• Visit York is supported by the City of York Council and over 700 tourism businesses and works in partnership with VisitEngland.
• Visit York’s aim is to market York as a must-see world-class destination to the leisure and business visitor, and ensure investment to develop the quality of tourism in York. Visit York is responsible for leisure and conference marketing, visitor services (running the city’s Visitor Information Centre), training and ensuring a quality visitor experience.
• Visit York is the driving force of the city’s tourism industry. Key facts:
7 million visitors annually, £606 million total visitor spend, supporting 20,000 jobs