2015 / 2016 Welcome to Yorkshire 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 2015/16 campaigns. Should you wish to discuss any of these opportunities in more detail, please contact : Kerry Ludlow Marketing Executive T: 0113 322 3516 or M: 07502 317 895 kludlow@yorkshire.com Emma Hudson Marketing Project Manager T: 0113 322 3519 or M: 07817 299 349 ehudson@yorkshire.com
Publications
This is Y January 2016 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 worldclass destinations. The magazine provides credible and engaging content written by highly acclaimed writers coupled with inspiring photography and design. This is Y is published in January 2016 and is in circulation for the whole of the year.
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120+ page glossy lifestyle magazine 200,000 copies produced Dedicated pages on yorkshire.com Poly-bagged within the Telegraph newspaper in London and the South East Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to all Yorkshire business including accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/8 page £495 + VAT 1/4 page £825 + VAT 1/2 page £1,650 + VAT Full page £3,300 + 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
Seasonal Guides - Spring - Summer - Autumn & Winter
Early March 2015 Spring in Yorkshire Our Spring publication appeals to the short break market as well as day visitors and focusses on Yorkshire’s Outdoors, Countryside and Heritage. This tactical seasonal publication will be produced and inserted out of county into the Telegraph in the North West in early March 2015 and will be in circulation in advance of and over the Easter holidays. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire. • • • • • • •
44 page, A5 lifestyle magazine 75,000 copies produced Dedicated pages on yorkshire.com Poly-bagged with the Telegraph out of county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/4 page £275 1/2 page £550 Full page £1,100 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page, joint introduction, double page spread and outside back cover.
May 2015 Summer in Yorkshire Our Summer publication appeals to the family market and focuses on the many options for fabulous holidays and days out in Yorkshire. This tactical seasonal publication will be produced and inserted out of county into The Guardian newspaper in the North East and the Midlands in early May 2015 in advance of the Summer holidays. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire.
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44 page, A5 lifestyle magazine 75,000 copies produced Dedicated pages on yorkshire.com Poly-bagged with The Guardian out of county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/4 page £275 1/2 page £550 Full page £1,100 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page, joint introduction, double page spread and outside back cover.
Early September 2015 Autumn & Winter in Yorkshire Our Autumn & Winter Guide appeals to the affluent short break market and focusses on Yorkshire’s many options for a cosy break in Yorkshire, showcasing places to stay, things to do, where to shop, where to dine and relax and what events are on throughout autumn and winter, right up until January 2016. This tactical seasonal publication will be produced and inserted out of county into the Telegraph in the affluent areas of London and the Midlands at the start of September 2015. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire. • • • • • • •
44 page, A5 lifestyle magazine 75,000 copies produced Dedicated pages on yorkshire.com Poly-bagged with the Telegraph newspapers out of county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/4 page £275 1/2 page £550 Full page £1,100 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page, joint introduction, double page spread and outside back cover.
Themed Guides - Stylish Breaks - Film & TV - Cycling Map - Festive Guide - Discover Days Out, Festivals & Events
Discover Days Out, Festivals & Events March 2015 Our Discover Days Out and Festivals Voucher Booklet will be a selection of Yorkshire’s most popular tourist attractions and leisure providers, festivals and events, giving fantastic discounts across the county. This publication will target the family market and will be distributed within Yorkshire and the North East, from early March 2015, well in advance of the Easter holidays.
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DL size voucher booklet 75,000 copies produced Poly-bagged within The Guardian newspaper in Yorkshire and the North East Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
Standard Entry £200 Sponsorship £1,500 Sponsorship includes back page advert and logo on front page.
Film & TV Map March 2015 Yorkshire has provided the backdrop to a long list of high profile film and television productions over the years, with its stunning locations helping to make the county one of the most desirable filming destinations in the UK and this is continuing with recent large scale productions choosing Yorkshire. The map will raise the profile of Yorkshire as a TV and film destination and excite and inspire more visitors to visit places that have attracted film and TV makers in the past. The Film & TV Map is aimed at visitors with a medium - high disposable income (ABC1), particularly targeting visitors from London, the Midlands and the South East. The campaign will also be promoted throughout Yorkshire.
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A5 map, folded from A1 75,000 copies produced Poly-bagged with the Telegraph in London, the Midlands and SE Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events There will be a dedicated microsite for this campaign
Advertisement
Member price (+VAT)
Standard Entry £200 Sponsorship £1,500 Sponsorship includes back page advert and logo on front page.
Cycling in Yorkshire Guide March 2015 Cycling is booming in the UK following the success of the Yorkshire Grand Départ 2014 and following on from this, May 1st – 3rd will see the new cycle race, the ‘Tour de Yorkshire’, take place across Yorkshire. Yorkshire and cycling go hand in hand. The diverse, natural landscape is designed for cyclists and the county is widely regarded as one of the spiritual heartlands of UK cycling. In 2015 we will once again be producing a targeted campaign to help promote Yorkshire to cyclists and enable our member businesses who cater for the cycling community to communicate with this sector of the market. You might be an accommodation provider who welcomes cyclists, a café or restaurant, a bike and cycling products retailer or any other Yorkshire business who welcomes customers arriving on 2 wheels. Your business and its location will be shown on our map to enable cyclists to find you. This tactical publication will be produced and distributed nationally to cycling clubs across the UK from March 2015, as well as being inserted in to a key cycling magazine.
If you have aspirations of promoting yourself to the cycling market in 2015 this is the campaign for you. • The guide will be an A2 folded map • 75,000 copies produced • Dedicated pages on yorkshire.com • Online & Social Media supporting activity (Facebook & Twitter) • A wide distribution programme to cycling clubs nationally • Poly-bagged within a key cycling magazine • Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events Advertisement Map entry Sponsorship of Map
Member price (+VAT) £250 £2,500
October 2015 Stylish Breaks Our Stylish Breaks publication appeals to the affluent short break market and focusses on Yorkshire’s many options for a luxurious short break in Yorkshire showcasing pure indulgence and spas, fine dining and gastro pubs, elegant accommodation and romantic walks. The features will be an inspirational read. This tactical guide will be inserted into the OK! Magazine polybag edition in Yorkshire in early October 2015. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire.
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44 page, A5 guide 75,000 copies produced Dedicated pages on yorkshire.com Poly-bagged with OK! Magazine polybag edition in county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/4 page £275 1/2 page £550 Full page £1,100 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page, joint introduction, double page spread and outside back cover.
November 2015 Festive Yorkshire Our Festive Yorkshire publication appeals to the family market and focusses on things to do over the festive period in Yorkshire, showcasing everything Christmas. This will include Christmas Markets, Pantomimes, Santa's Grottos, Santa Trains, Events, accommodation and much more. The guide will appeal to those looking for a short break, as well as day visitors. This tactical guide will be inserted into The Guardian within Yorkshire and the North West in early November 2015, to influence decisions over the Christmas period. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire. • • • • • • •
44 page, A5 guide 50,000 copies produced Dedicated pages on yorkshire.com Poly-bagged with national newspaper in county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
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
Yorkshire Post Supplements - Easter Supplement - Summer Supplement - October Half Term
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 three bespoke supplements, which we produce in association with the Yorkshire Post. • • •
March – Easter holidays in Yorkshire Late June – Summer in Yorkshire October Half Term
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8 pages 50,000 copies printed Inserted into the Yorkshire Post, Friday edition Readership of 144,000 61% of readers ABC1
Advertisement Member price (+VAT) 1/8 page £325 1/4 page £650 1/2 page £1,300 Full page £2,600 Sponsorship £2,500 Sponsorship includes logo on front page and half page advert or editorial Competition Advertorial
£650 from £650
Note: Subsidised rates for Welcome to Yorkshire Members.
Trails Delicious Trails: • Tea Trail • Ale Trail • Dairy to Deli / Farm Shops Trail Gardens Trail Market Towns Trail
Gardens Trail April 2015 Building on the huge success of the previous Gardens campaigns, Welcome to Yorkshire will be producing a 2015 Yorkshire Gardens Trail. This campaign will continue to raise the profile of Yorkshire’s beautiful green spaces and encourage visits to gardens, historic houses and related events across the county. Launched at the Spring Harrogate Flower Show and distributed at the RHS Chelsea Flower Show in London in May. • • • • • • •
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100,000 copies produced A2 folded to DL Distributed at Chelsea Flower Show Dedicated gardens section on yorkshire.com Distributed from Tourist Information Centres in Yorkshire Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events Stand share opportunities at horticultural and agricultural shows
Advertisement
Member price (+VAT)
Basic listing Enhanced listing from DL size advert
£250 £500 £1,500
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) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events
Trails for 2015 include:
Ale (May) Afternoon Tea (July) Dairy to Deli / Farm Shops (July)
Advertisement Standard entry Enhanced entry Sponsorship of guide
Member price (+VAT) £135 £270 £2,000
Standard entry – includes image, name, address, contact details and 70 words of text. Enhanced entry – includes 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.
Market Towns Trail September 2015 Welcome to Yorkshire are producing a Yorkshire Market Towns Trail in September 2015, working with retail expert Kate Hardcastle, and showcasing Yorkshire’s picturesque market towns, all with a charm of their own and offering something unique to visitors. This campaign will raise the profile of Yorkshire’s many traditional market towns and hidden gems, encouraging visits to the more rural areas of Yorkshire. The Trail will be distributed across Yorkshire, encouraging visits to neighbouring market towns.
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40,000 copies produced Trails are A2 folded to DL Distributed from Tourist Information Centres in Yorkshire Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
Standard Entry Enhanced Entry Sponsorship of guide
£135 £270 £2,000
Standard entry – includes image, name, address, contact details and 70 words of text. Enhanced entry – includes 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.
Design Fees
Design fees Welcome to Yorkshire offers a design fee for adverts that are placed within our publications. The artwork will be sent on to you for approval. Cost (+VAT – member price): From £55.00
Digital opportunities
Online opportunities Banner Advertisements
Main banner:
Yorkshire.com is our award winning consumer website that attracts over 10 million page views per year and is the call to action for all of our marketing campaigns and activity. Banner Advertisement opportunities are available on specific pages across the main website. Sections available include: Places City Life Delicious Family
Artistic Heritage Outdoors Sport
Accommodation Indulgence Events and Festivals Coastal
Costs (member price +VAT) Main banners 1 month £165 3 months £440 6 months £825
Side banners 1 month £110 3 months £275 6 months £495
Side banner:
Online opportunities Featured Blogs & Sponsored Sections • Featured blogs - Businesses get up to 300 words, 3 images and 2 tweets. • Sponsored sections – Businesses would have guaranteed permanent presence within the section, with a main and side banner.
Costs (member price +VAT) Featured Blog
£300.00
Sponsored section
£750 - £1,500 (per calendar month)
Online opportunities Advertorials Basic Advertorial or an enhanced advertorial. Costs (member price +VAT) Advertorials (basic) Incl. 3 promotional banners on 3 sections of y.com
£450 per month £1,200 for 3 months
Advertorials (advanced) Incl. banner across all main sections
£750 per month £2,000 for 3 months
Other bespoke packages are also available. For further information please contact the Welcome to Yorkshire Digital Team: • Pete Wilson, Head of Digital - email: pete@yorkshire.com • Tom Ashurst – Digital Executive - email: tom@yorkshire.com
Advent Calendar Opportunities The Welcome to Yorkshire Interactive Advent Calendar is our biggest online campaign that runs through December. Each day in the lead up to Christmas, we run a competition to win a fantastic prize to one of Yorkshire’s top attractions. This is communicated initially via an email to 100,000 consumer email addresses and is then spread through the award-winning Yorkshire.com and through our Twitter and Facebook pages. In 2013 the Christmas pages on Yorkshire.com received nearly ½ million page views, with the Advent Calendar itself generating ¼ million page views too, so this is a really fun, popular campaign that is guaranteed to catch the eye of the consumer in that crucial time before Christmas.
Costs (member price +VAT) Interactive Advent Calendar opportunities (cost below is per feature): • • • • •
Day 1 (includes email out to 100,000 addresses): £500 Day 2,3,4: £300 Day 5-12: £250 Day 13-20: £200 Day 21-24: £150
Monthly Consumer E-news Aimed at businesses wanting to promote themselves as part of the official tourism offering in Yorkshire. You can connect with over 100,000 opted in contacts that have shown an interest in receiving regular updates about Yorkshire. Costs: Competition / guaranteed slot in the e-news with link to your own page on yorkshire.com and competition data sharing (two left hand side examples) £250 +VAT per email Guaranteed side advert / offer with link to you own page on Yorkshire.com (right hand side example) £165 +VAT per email
Banner ad - £550 +VAT per email
Quarterly International E-news This quarterly e-newsletter is the perfect vehicle for you to promote special rates or highlight new developments to the international travel trade and media. The e-newsletter goes out to over 5,000 travel trade and media international contacts. Costs: Guaranteed feature to include link to you own page on Yorkshire.com ÂŁ250 +VAT per email
Monthly B2B E-news For businesses wanting to connect themselves with the tourism industry in Yorkshire. Sent to over 5,000 Welcome to Yorkshire member businesses. Cost: ÂŁ220 +VAT per email
Event / Exhibition Opportunities
Y 15 – 18 March 2015 Scarborough Spa Y 15 is Welcome to Yorkshire's annual tourism launch pad event and the biggest of its kind in the UK, presenting highlights of Yorkshire tourism of the past year and looking forward to the plans for marketing Yorkshire in the upcoming year. Opportunities (all + VAT) Principal Conference Sponsor - £2,000 The highest level of exposure offered, incl: company logo on marketing collateral, company profile on yorkshire.com/Y15, acknowledgement as a sponsor and an advert with direct links, company logo on screen at the conference, onstage sponsor acknowledgement, association on our industry newsletter, highlighted as a principal sponsor in Y15 press releases, premier exhibition space and much more. Conference Sponsor - £1,250 Position your company as a leading player in the tourism and visitor economy with your logo, company profile and hyperlink on www.yorkshire.com/Y15, your company logo on screen during the presentation (start and end of the presentation), standup banners at the event venue and onstage sponsor acknowledgement, plus more. Refreshment Sponsor - £1,000 Logo, company profile and hyperlink on www.yorkshire.com/Y15, company logo on screen during the presentation, branding and stand-up banners in a high traffic area of the conference, onstage sponsor acknowledgement, and more… Exhibitor Stand - £500 Logo, company profile and hyperlink on www.yorkshire.com/Y15 , company logo on screen during the presentation, exhibition space in the business networking area, plus more. Conference Bag - £125 - One piece of marketing literature in conference bag which is handed to every guests on arrival.
Great Yorkshire Show 14 – 16 July 2015 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 157th Great Yorkshire Show runs from Tuesday 14 - Thursday 16 July 2015. The Welcome to Yorkshire stand is one of the most prominent and visually impressive stands at the show, with a plot in 2014 of 32m x 34m. Our stand is easily accessible and open for passing visitors from both sides of the avenues; it is located near the main ring and the Big Wheel, one of the show’s major attractions. Audience Fact file Number of visitors at the show – 135,000 Number of farmers visiting the show – 36,786 Average spend per person £54.84 An affluent audience: 66% ABC1 social demographic Average age of people at the show – 50yrs 57% female
Opportunities
Member price (+VAT)
Interactive Zone 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. Other opportunities available, subject to negotiation.
White Rose Awards 2015 Sponsorship Opportunities The Welcome to Yorkshire White Rose Awards is the largest celebration of tourism excellence in the UK. Our awards recognise and reward the very best of the industry throughout Yorkshire. The awards are attended by those working in the tourism industry and the wider business community. The awards are in association with the BBC, and achieved over £1 million in media coverage in 2013, and audience exposure for our winners, sponsors and the wider tourism industry.
Opportunities Event Partner £POA Becoming an event partner is a unique opportunity for your business to be associated with Welcome to Yorkshire at one of the most prestigious awards ceremonies in the UK. Have brand exposure before and after the event, scope to highlight your products and services throughout the evening and an opportunity to present an award. Category Sponsorship £POA (per category) The opportunity to sponsor a category gives your organisation sole association and branding of your selected award. Ad hoc
£POA
Thank you