2025 OPPORTUNITIES PACK
Introduction
Where we were
Prior to the creation of North Yorkshire Council in April 2023, there were multiple Destination Management Organisations each with different brand identities and with some areas of the county not served by any of these organisations.
By establishing one new brand that covers all of North Yorkshire* we can create a unified identity for the county, and demonstrate our collective size, ambition and impact. It will also make it easier for both visitors and businesses by creating one single information source, and one point of contact.
Where we are
Visit North Yorkshire is the brand for the destination management and marketing organisation which is part of North Yorkshire Council.
Our aim is to position the county as a must-visit destination in line with the overall aspiration to increase the value of tourism and economic benefits to North Yorkshire through sustainable growth.
The Visit North Yorkshire brand puts the destination front and centre, and acts as a simple and succinct call to action.
The logo for the brand is the Yorkshire Rose which complements the North Yorkshire Council brand and is also a recognisable icon for the destination.
*Working alongside our partners at Yorkshire Dales National Park and the North York Moors National Park
Visit North Yorkshire Partnership Packages
The Visit North Yorkshire website is the foundation for all of our marketing activity, providing potential visitors with information on places to visit, eat and stay.
In 2025, we will deliver a new website powered by a comprehensive eTourism system allowing visitors to browse, book and be inspired for their visit - placing tourism businesses at the heart of our offer.
Web Listing
2025 Marketing Campaigns
In 2025, we will run an exciting programme of Destination Marketing campaigns that will position North Yorkshire as a must-visit destination and inspire future visits. There are a range of opportunities available to include your business in our campaigns, helping you to expand your reach and showcase your offer to key target audiences.
Find your Escape
“Come on in” (working title)
Christmas in North Yorkshire
Family - Gold and Silver members will be highlighted
An evolution of the 2024 campaign with a focus on wellness and feel good experiences. Partner opportunities available linked to complementary themes such as the outdoors, history and heritage or accommodation
History and Heritage, outdoors, off-peak seasonal visits including Dark Skies
Christmas days out, events and attractions, plus accommodation and dining partners
Free and Easy Mini-breakers
Aspirational Family Fun
Country Loving Traditionalists
Those more likely to travel off-peak
Aspirational Family Fun
Country Loving Traditionalists
Free and Easy Mini-Breakers
Family days out and short breaks
Spring to October (to coincide with launch of new website)
September - March
September - December
Fuss-free Value Seekers
Aspirational Family Fun
Fun in the Sun (dependent on place)
Always-on content throughout the year peaking ahead of key school holiday periods i.e. half terms, Easter, summer and Christmas
Added value opportunities for existing partners
Visit North Yorkshire brand awareness campaign to coincide with the launch of the website
‘Starring North Yorkshire’ - campaign highlighting TV, film and literary locations and connections reflecting Visit England’s ‘Starring GB’ activity
Restaurant Weeks - opportunities for hospitality businesses to offer discounted menus at typically quieter times of the year
All of our campaigns will be delivered through multiple channels including a range of marketing and advertising activity such as digital advertising, print, social media and outdoor.
Find Your Escape 2024 results
The Find Your Escape campaign was the first partner-led county wide campaign for Visit North Yorkshire, aiming to raise the profile of North Yorkshire as a “rural escape” ideal for exploring gardens and beautiful outdoor spaces.
Targeted audiences: Aspirational Family Fun and Country Loving Traditionalists.
Trade shows
170,000 attendees
Stands at the Great Yorkshire Show and Harrogate Autumn Flower Show inspired return visits to an engaged audience of tens of thousands of people daily
Video and photography
We created eye-catching and memorable campaign videos to inspire potential visitors to visit our gardens and outdoor spaces as part of a short break to North Yorkshire.
Videos were posted on YouTube and shorter versions were posted on social media in adverts specifically targeting key audiences
Social media
2,244,290 impressions
Paid advertising on Facebook and Instagram using high quality imagery and videos reached 1,246,300 people and had over 2 million impressions across the campaign
Out of home
reached around
4 million people
Advertising in heavy footfall locations (Leeds City Centre, Newcastle Central Station, Manchester Piccadilly and London Kings Cross) reached nearly 4 million people
Printed advertising
10,000 guides
10,000 guides were printed and distributed to key locations in and around North Yorkshire
Printed Guides
2025 Visitor Guide
The 2025 annual guide will showcase our glorious county to thousands of potential visitors, with 80,000 copies distributed in key tourist information points, in target geographical areas and used as marketing collateral at events like the Great Yorkshire Show.
• Booking deadline: 18 November 2024
• Artwork deadline: 25 November 2024
2025 Pocket Guides
For 2025, we are introducing two pocket guides which will act as a comprehensive guide to visitors to plan their activities and events during their stay.
• The Yorkshire Coast and North York Moors, replacing the Discover Yorkshire Coast Attractions and Events guide
• Heart of Yorkshire, including Richmond, Harrogate, Ripon, Selby and the Yorkshire Dales
Booking deadline: 21 March 2025
Advertising opportunities are available across the three guides. Please contact our partner, Offstone Publishing, for more information:
Joanne O’neil, Senior Account Manager 01661 844115 or 07950 334992, joanne@offstonepublishing.co.uk
Digital Opportunities
Our digital opportunities are a chance for ad hoc promotion in addition to your Visit North Yorkshire partnership, whether you want to generate last-minute bookings or promote a new business offering.
Website advertising
• Reach a wide audience of potential visitors through our website
Social Media
• Sponsored Posts - dedicated posts on the Visit North Yorkshire social media channels
• Competitions - opportunities to run a competition on Visit North Yorkshire social media channels or contribute a prize to a Visit North Yorkshire competition
20.9k followers
reach
followers
reach
Based on 1 April – 1 October 2024
E-newsletter opportunities
• Highlight your business in our consumer newsletter with sponsored stories and features
Partner Opportunities at Shows and Exhibitions
Consumer
• Great Yorkshire Show, Harrogate - 8 to 11 July 2025
Industry
Targeting event organisers, these shows are a great opportunity for venues to make connections with prospective clients
• The Corporate Hospitality Show, Leeds - 25 March 2025
• The Meetings Show, Excel London - 25 to 26 June 2025
Promotional Opportunities
We offer a variety of additional promotional opportunities across the county, including:
Town centre banners - capture the attention of shoppers in high footfall areas
Promotional pitches across market towns in North Yorkshire
Park and Ride buses - digital screens on Scarborough and Whitby routes
Digital kiosks - Scarborough, Whitby and Filey
Lamppost banners (by third party arrangement)
Sponsorship Packages
Additional opportunities are available throughout the year including:
• Harrogate Christmas Fayre Candy Cane Express road train
• Yorkshire Life Calendar
• Restaurant Weeks
helen.suckling@northyorks.gov.uk
01723 383637
paul.halliwell@northyorks.gov.uk
julia.sharpley@northyorks.gov.uk
07977 784200
teresa.bamforth@northyorks.gov.uk