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17/12/2013

York Unwraps Latest Tourism Campaign Success

Visit York has hailed its most recent winter campaign, ‘York Wrapped Up’, a huge success, after results published this week showed an additional £7.2 million spend in the city from November 2012 to March 20131, as a direct result of this promotion.

The research published this week, carried out by VisitEngland, also estimated that 136 new jobs were generated2 as a result of Visit York’s 2012/2013 winter tourism campaign which ran on- and off-line nationally and in key central London hotspots.

The ‘York Wrapped Up’ marketing and PR campaign, ran last winter, was funded by the government’s Regional Growth Fund (RGF), as part of a nation-wide ‘Growing Tourism Locally’ programme, led by the national tourist board VisitEngland, which aims to stimulate the domestic visitor market. ‘York Wrapped Up’ invited UK tourists to immerse themselves in the city, wrap up warm and explore the sights and sounds of York’s hidden depths and was also sponsored by East Coast Trains.

Throughout the promotions York was featured on 3D screens in Covent Garden; on six sheet advertisements at Paddington, Euston and Victoria stations; in national newspapers such as the Guardian, the Independent and Observer, as well as online through digital advertising on Yahoo Travel, Exchange Lab and the Google Display Network.

Kate McMullen, Head of Visit York, said, ‘This new VisitEngland report shows encouraging results for ‘York Wrapped Up’. Our winter campaign was aimed at generating visits domestically, hence our high visibility in the capital and in the national press. We were also delighted to see visits to York by train increase to over 30%, as a result of working with East Coast Trains. York has benefitted greatly thanks to increased spend and job creation and we’re now planning our new activity for 2014, which will be launched in January.’

Report figures unwrapped

Of the visitors surveyed3 by VisitEngland, over half (53 per cent) said the campaign made them more likely to consider York for a holiday, short break or day trip. 31 per cent of those who visited York4 during this period chose to come to York above other UK destinations with over a third (41 per cent) saying that they visited more places in and around the city than they originally planned to as a result of the campaign.

James Berresford, VisitEngland’s Chief Executive said, ‘The RGF funding has provided a huge boost for tourism in England. This project enables our public and private sector partners to work together to stimulate tourism and ultimately create new jobs throughout the country with particular emphasis on some local areas. The first year has proved incredibly successful with destinations throughout the country benefiting significantly from this investment, boosting local economies and creating important jobs.’

ENDS


1 Source: Visit England’s RGF ‘Growing Tourism Locally’ campaign evaluation. Research carried out by Optimal Economics in October/November 2013.
2 Estimate based on the Caledonian model
3 966 people took the VisitEngland survey.
4 Of the 966 people who took the survey, 362 took a trip to York.


For further information please contact:

Kay Hyde – Head of Communications – Visit York
Direct Line: 01904 554451
Mobile: 07961 828092
Email: kh@visityork.org

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


Notes To The Editor

• 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:
7.1 million visitors, £443 million total visitor spend, 23, 000 jobs

About VisitEngland

• VisitEngland is the country’s national tourist board. We work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors
• Our work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on www.visitengland.org/insight-statistics
• For corporate information see www.visitengland.org and for consumer information see www.visitengland.com

About Growing Tourism Locally – a Regional Growth Fund Tourism Investment Project

• In October 2011 VisitEngland’s application to the Government’s Regional Growth Fund was approved by the Department for Business Innovation and Skills (BIS). £19.8 million was awarded to deliver a three year partner marketing project entitled ‘Growing Tourism Locally’.
• This project aims to stimulate the domestic visitor market to grow local economies through increased tourism activity by UK residents. The project enables VisitEngland to work in partnership to facilitate growth at a local level, further amplifying the second Holidays at Home are GREAT campaign that was launched in March this year.
• The project ‘Growing Tourism Locally’ has the potential to create the equivalent of 9,100 full time jobs across England and is focussed on areas suffering economic challenges with tourism growth potential.
• The RGF funding is matched with private sector funding at national and local levels to create a project of £41million over 3 years.

ABOUT Regional Growth Fund

• The Regional Growth Fund is a £3.2 billion fund designed to help companies in England to grow. So far £2.6 billion of funding has been allocated to support projects and programmes committed to deliver sustainable jobs and economic growth. Round 5 will open on 11 October and close on 9 December. For more information, please go to www.bis.gov.uk/rgf