2013/ 2014 Marketing Opportunities
What’s the secret to a great marketing campaign? It starts by looking at opportunities with Welcome to Yorkshire... Welcome to Yorkshire, working with the tourism industry, local authorities and the wider business community in Yorkshire, has delivered impressive results since it was launched. In order to help you plan your marketing activity, this brochure details the activity you can get involved in and share this success by being part of our 2013/14 campaigns. Should you wish to discuss any of these opportunities in more detail, please contact : Tracy Commons Head of Business Development and Partnerships 07786 545 855 tcommons@yorkshire.com Vikki Harris Head of Marketing 07738 935 810 vharris@yorkshire.com
Publications
Feb/March 2013- Spring Our Spring publication appeals to the short break market as well as the day visitors and focusses on Yorkshire’s Outdoors, Countryside and Heritage. This tactical seasonal publication will be produced and inserted out of county into a leading weekend newspaper in the North West in early March 2013 in advance of the Easter holidays. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire. • • • • • • •
40 page lifestyle magazine 75,000 copies produced Dedicated pages on yorkshire.com Poly-bagged with national newspapers out of county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) On-going PR (local, regional, national and specialist) Distribution to all Yorkshire business including accommodation and attraction providers and through all WTY events
Advertisement Member price (+VAT) 1/8 page £125 1/4 page £250 1/2 page £500 Full page £1,000 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page
May/June 2013 Summer in Yorkshire Our Summer publication appeals to the family market and focusses on Yorkshire’s many options for fabulous days out and holidays in Yorkshire. This tactical seasonal publication will be produced and inserted out of county into a leading weekend newspaper in the North East, North West and London in early June 2013 in advance of the Summer holidays. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire. • • • • • • •
40 page lifestyle magazine 75,000 copies produced Dedicated pages on yorkshire.com Poly-bagged with national newspapers out of county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) On-going PR (local, regional, national and specialist) Distribution to all Yorkshire business including accommodation and attraction providers and through all WTY events
Advertisement Member price (+VAT) 1/8 page £125 1/4 page £250 1/2 page £500 Full page £1,000 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page
September 2013 Autumn Stylish Breaks Our Stylish Breaks publication appeals to the affluent short break market and focusses on Yorkshire’s many options for a luxurious break in Yorkshire showcasing places to stay, things to do, where to shop, and where to relax. This tactical seasonal publication will be produced and inserted out of county into a leading weekend newspaper in the affluent areas of the North West and Midlands in early September 2013. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire. • • • • • • •
40 page lifestyle magazine 75,000 copies produced Dedicated pages on yorkshire.com Poly-bagged with national newspapers out of county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) On-going PR (local, regional, national and specialist) Distribution to all Yorkshire business including accommodation and attraction providers and through all WTY events
Advertisement Member price (+VAT) 1/8 page £125 1/4 page £250 1/2 page £500 Full page £1,000 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page
November 2013 Winter in Yorkshire Our Winter publication appeals to the affluent short break market and focusses on Yorkshire’s many options for a winter break in Yorkshire showcasing places to stay, things to do, where to shop, where to dine and where to relax as well as everything Christmas in Yorkshire. This tactical seasonal publication will be inserted out of county into a leading weekend newspaper in the North West, South East and London in early November 2013 to influence decisions into the Spring. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire. • • • • • • •
40 page lifestyle magazine 75,000 copies produced Dedicated pages on yorkshire.com Poly-bagged with national newspapers out of county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) On-going PR (local, regional, national and specialist) Distribution to all Yorkshire business including accommodation and attraction providers and through all WTY events
Advertisement Member price (+VAT) 1/8 page £125 1/4 page £250 1/2 page £500 Full page £1,000 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page
Throughout the Year Yorkshire Post Supplements Our Supplements will be distributed within the Yorkshire Post, one of the world’s great newspapers. The Yorkshire Post is an influential, quality morning broadsheet newspaper that enjoys the confidence of a loyal readership and commands prestige nationwide. We have some limited opportunities available in our 5 bespoke supplements which we produce in association with the Yorkshire Post. • • • • •
March – Easter holidays in Yorkshire Late June – Summer in Yorkshire October – Autumn and half term Mid-November – Christmas January – post Christmas indulgent short breaks
• • • • •
8 pages 50,000 copies printed Inserted into the Yorkshire Post, Friday edition Readership of 144,000 53% of readers ABC1
Advertisement Member price (+VAT) 1/8 page £300 1/4 page £600 1/2 page £1,200 Full page £2,400 Sponsorship £2,000 Sponsorship includes logo on front page and half page advert or editorial Competition £600 Advertorial from £600
This is Y 2014 An independently written celebration of all that is great about Yorkshire. It appeals to a diverse range of people with one thing in common; they love the qualities and values associated with world-class destinations. The magazine provides credible and engaging content written by highly acclaimed writers coupled with inspiring photography and design. This is Y is the main fulfilment piece to a multimillion pound marketing campaign, alongside yorkshire.com. • • • • • • •
100 page glossy lifestyle magazine 200,000 copies produced Dedicated pages on yorkshire.com Polybagged with national newspapers Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) On-going PR (local, regional, national and specialist) Distribution to all Yorkshire business including accommodation and attraction providers and through all WTY events
Advertisement Member price (+VAT) 1/8 page £450 + VAT 1/4 page £800 + VAT 1/2 page £1,600 + VAT Full page £3,200 + VAT Inside front / back £4,000 + VAT Outside back £5,500 + VAT DPS £5,000 + VAT Advertorial full page £4,000 + VAT DPS advertorial £5,500 + VAT
Gardens Building on the huge success of the 2010, 2011 and 2012 Gardens campaigns, Welcome to Yorkshire will continue with a Y Gardens Campaign for 2013. The campaign will continue to raise the profile of Yorkshire gardens and increase visitor numbers to gardens, historic houses and related events by bringing together many of our beautiful gardens throughout Yorkshire which people can visit and enjoy throughout the year • • • • • • • • •
100,000 copies produced Distributed at Chelsea Flower Show Dedicated gardens section on yorkshire.com Gardens iPhone app, online and social media activity Distributed from Tourist Information Centres in Yorkshire Online & Social Media supporting activity (Facebook & Twitter) On-going PR (local, regional, national and specialist) Distribution to all Yorkshire business including accommodation and attraction providers and through all WTY events Stand share opportunities at horticultural and agricultural shows
Advertisement Basic listing Inside cover Full page guide listing, web entry and iphone app entry Sponsorship
Member price (+VAT) £295 £1,500
£495 £10,000
Delicious Trails Yorkshire’s famed food and drink can be found in abundance across the county’s numerous markets, farm shops and restaurants. From Michelin to madras, rhubarb to real ale, Wensleydale to wine, Yorkshire is simply delicious! Our campaigns take you on a journey across many delicious trails in Yorkshire, a great way to encourage people to stay longer, spend more and see more of our county in one trip. • • • • • •
Trails are A2 folded to DL 40,000 copies of each Dedicated pages on yorkshire.com Online & Social Media supporting activity (Facebook & Twitter) On-going PR (local, regional, national and specialist) Distribution to all Yorkshire businesses including accommodation and attraction providers and through all WTY events .
Trails for 2013 include; Fish and Chips; Ale; Afternoon Tea
Advertisement Standard entry Enhanced entry Sponsorship of guide
Member price (+VAT) £125 £250 £2,000
Standard entry – includes image, name, address, contact details and 70 words of text. Enhanced entry – inclludes large image, name, address, contact details, and 140 words of text . Sponsorship – includes logo on front page, back page advert, online advertising pod and content. Overall sponsor also benefits from PR / Media coverage.
Other Opportunities
Online opportunities Yorkshire.com is our award winning consumer website that attracts over 5 million visits per year and is the call to action for all our marketing campaigns and activity.
Banner Advertisement Banner advertisement opportunities are available on specific pages across the main website. Sections available include: Places City Life Accommodation Indulgence Heritage Outdoors Delicious Family Events and Festivals Coastal Artistic Sport Home page advertising, site domination, advertorials, social media and other bespoke packages are also available.
Costs Main banners 1 month £150 3 months £400 6 months £750
Sub banners 1 month £100 3 months £250 6 months £450
Monthly Consumer E-news
Monthly B2B E-news
Aimed at businesses wanting to promote themselves as part of the official tourism offering in Yorkshire.
For businesses wanting to connect themselves with the tourism industry in Yorkshire.
You can connect with over 100,000 opted in contacts that have shown an interest in receiving regular updates about Yorkshire.
Sent to over 4,500 Welcome to Yorkshire member businesses. Cost: £200 per email
Costs: Email sponsorship to include static image position in email header and link to you own page on Yorkshire.com £250 +VAT per email Competition / guaranteed slot in the e-news with link to your own page on yorkshire.com and competition data sharing. £150 +VAT per email Banner ad - £500 +VAT per email
Quarterly Groups E-news For businesses wanting to promote group and trade offers to the Group Travel Organiser (GTO) and International Travel Trade Industry. This email is sent to over 3,000 travel trade professionals and 4,000 travel journalists internationally Costs: Email sponsorship to include static image position in email header and link to you own page on Yorkshire.com £250 +VAT per email
Great Yorkshire Show The Great Yorkshire Show takes place annually on the Great Yorkshire Show Ground in Harrogate. It is the country’s leading agricultural event attracting over 135,000 visitors each year. The Welcome to Yorkshire stand is one of the most visually impressive at the show ; its unique interactive and fin and provides a taste of Yorkshire. Key facts Number of visitors at 2010 show – 131,382 Number of farmers visiting the 2010 show – 36,786 Average spend per person £54.84 An affluent audience: 66% ABC1 social demographic Average age of people at the show – 50 57% female
Opportunities Sponsorship
£POA
Stand share gold £3,000 3 day stand presence, 4 tickets to a corporate event, opportunity for data capture from your own stand vi a business card drop or competition, company profile of 500 words and company logo, plus link to your website, use of Welcome to Yorkshire logo for brand synergy on all literature, 4 staff tickets for the show each day. Stand share silver £1,600 3 Day exhibition stand presence, opportunity for data capture from your own stand via business card drop or competition, company listing with a 200 word description on our website, 2 staff tickets for the show each day.
Thank you