A new #LoveYork summer marketing campaign has been launched by Visit York this week to promote the city as a staycation destination and help support the recovery of York’s tourism, leisure and hospitality businesses. Including a brand-new TV advert, social media activity, website content, advertising and a new ‘Summer Guide’ to the city, the campaign sets out to increase visitor spend and inspire people to choose York as their summer holiday destination.
The campaign has been put together in partnership with City of York Council as a part of the city-wide tourism recovery marketing strategy. Activity plans have incorporated sector feedback from the tourism advisory board, made up of representatives from businesses across the city. Safety messaging will be prominent throughout the campaign – promoting the work businesses have been doing across the city to ensure visitors and residents can return safely to enjoy their experiences in York.
An 8-week TV campaign will go live on Channel 4 from 17th May with a new advert which focuses on welcoming people safely back to the city targeting the North, Midlands and London areas. The 30 second advert, which has been developed by York-based production company Hewitt & Walker, includes some of York’s best-loved attractions, promoting the city’s unique offer of hospitality, retail and leisure businesses.
In addition to the TV advert, the campaign will include paid social media promotions as a teaser to the TV campaign kicking off. A further video, created in partnership with Welcome to Yorkshire will run alongside the TV advert promotion on social media focusing on York’s ‘Good to Go’ status and the measures the city’s businesses have put in place to keep visitors safe.
Advertising in key trade publications will also be part of the activity, as well as new website content and updated photography. An A5, 36-page ‘Love York Summer Guide’ is also set to launch in May, with 50,000 printed copies set to be distributed around Yorkshire and beyond, and an online version also available. The guide features top tips and ideas for making the most of summer in York.
Ashley Young, Senior Marketing Manager at Make It York said, “We are very excited to launch our new marketing campaign just as the city’s tourism and hospitality businesses are starting to be able to reopen once again.
It’s been an incredibly challenging year, particularly for businesses in these sectors and the activity we have planned in really focuses on celebrating the unique offer we have in the city as well as welcoming back visitors. Running across multiple channels, the campaign sets out to provide inspiration for those looking to book a summer staycation and reminding them of all the wonderful things that York has to offer.”
Cllr Darryl Smalley, Executive Member for Culture, Leisure & Communities said, “We’ve made great strides over the past few months to move our city towards recovery. People across our communities have worked incredibly hard to ensure that York offers a safe and welcoming environment for both residents and visitors.
Of course, it is of the upmost importance that we protect the progress we’ve made together. Local businesses and organisations have gone to great efforts to ensure people can move about our city as freely as possible, and it is up to all of us to respect the rules and keep each other safe.
We must, come rain or shine, continue to practise social distancing, as well as hands, face, space.”
For more information about the campaign visit https://www.visityork.org/explore/loveyork
Campaign images available to download here: https://we.tl/t-047vVsdewx
Notes to Editor
Make It York
Make It York’s purpose is to develop and promote the city and its surroundings – nationally and internationally – as a vibrant and attractive place to live, visit, study, work and do business. The company’s remit covers leisure and business tourism, city centre management, festivals and events, business support and inward investment.
Visit York is a part of Make It York and is the leisure tourism brand
Under the brand Visit York, Make It York’s aim is to market York as a must-see world-class destination to the leisure visitor and ensure investment to develop the quality of tourism in York.
For more information please contact:
Amy Goodman- Consumer Communications Manager
Ana Ignatova – Communications Executive