This area of our website is where you can follow our successes and find out the latest on how our campaign activity is going.

Make Yorkshire yours 1 Campaign
The £2.8m Make Yorkshire Yours campaign came to an end in March 2006 after 18 months of constant activity. Overall the campaign has been a great success, here are the highlights:

• Conversion research shows that during 2005 & 2006 the campaign generated an additional £42.9m revenue for the region, with 54% of campaign respondents going on to visit the region, 65% of which were first time enquirers.



• Campaign target of 300,000 responses achieved by March 2006



• Measurable increases have been achieved in awareness levels of Yorkshire as a short break destination amongst key target regions, as measured by pre-and post- advertising awareness



• In March 2005, the Make Yorkshire Yours direct mail campaign was launched to 100,000 new contacts. The direct mail piece was highly personalised and encouraged people to make a piece of Yorkshire their own. It also included a postage paid response coupon so that people could order their own copy of the Yorkshire Visitor Guide and the Make Yorkshire Yours magazine. The direct mail campaign has achieved an unprecedented response rate of 20%.


The full 2005 & 2006 MYy1 report will be online soon.

There is still a lot more news to come from all of our campaigns - check this page regularly for updates.

Yorkshire Short Breaks Campaign
In November 2004 the annual Yorkshire Short Breaks campaign was launched. Comprising of brochure panel activity and online lead generation, the key fulfillment for the campaign was the Make Yorkshire Yours Magazine and the Yorkshire Accommodation Guide. The guides provide the complete package in terms of inspirational Yorkshire information along with the right tools to enable our customers` to book their break in Yorkshire.

The Magazine is full of fantastic features which present the regions unique selling points such as city experiences, outdoor life, Yorkshire food and history and heritage. In addition the magazine is a great way for our destination partners and attraction providers to inform and update our readers through the destination guide section within the magazine and advertorial opportunities. One of the new features in the 2005 magazine was the brochure response card, which enabled prospective visitors to request more detailed information from our partner destinations within the region. To date this has been a great success which responses in excess of 6,000 requests for some destinations.

The Accommodation Guide has been designed to complement the magazine along with providing the tools for customers to book their quality accommodation in Yorkshire along with an editorial section at the beginning to showcase our region. The accommodation section covers all types of accommodation across the whole of the region.

Conversion research has been undertaken on the campaign for 2004/5 and has shown that 61% of enquirers visited the region (an increase of 6% on 2004), generating a total revenue of £26.3 million for the region.

Campaign Conversion Research
In 2006 YTB commissioned Arkenford Limited and Questions Answered to conduct independent research into the success of key campaign activity implemented in 2005. The reports are available to below.

Make Yorkshire Yours Campaign 2005

Download PDF version »   |   Download Word version »

Online Registration Conversion 2005

Download PDF version »   |   Download Word version »

Short Breaks Campaign 2005

Download PDF version »   |   Download Word version »

Spring Campaign 2005

Download PDF version »   |   Download Word version »

Online Activity
The Yorkshire Tourist Board has a variety of different websites appealing to different markets. The following information shows the overall success of the sites.

www.yorkshirevisitor.com
Yorkshirevisitor.com is the main customer facing website. It is a source of information, searchable databases, competitions and also the portal to our online booking system. The chart below shows how visitors to the site have remained relatively consistent throughout 2006. Throughout 2006 Pay per Click activity has been underway with the ultimate aim of increasing victor numbers through keyword searching. Currently yorkshirevisitor.com is under development and the new site Yorkshire.com will be launching around May 2007.

E-CRM
Since February 2005 a full e-newsletter activity plan launched. This plan included a mix of monthly consumer e-newsletters and various specific online booking e-newsletters. To date response to this activity has been very positive with open rates in excess of 28% month-on-month. Each month we continue to attract new customers who register via www.yorkshirevisitor.com to receive the monthly updates, therefore strengthening our ability to communicate to our customers electronically. We are continually improving the format of the newsletter, with a new template which launched in March 2006. This has received positive feedback from our online customer. We continually look to improve our online communications to ensure we deliver the right messages to our customers.