Advertising & Sponsorship
Welcome to Yorkshire Marketing Opportunities 2017-2018
What’s the secret to a great marketing campaign? It starts by looking at opportunities with Welcome to Yorkshire... 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 2017/18 campaigns. Should you wish to discuss any of these opportunities in more detail, please contact: Kerry Forbes Senior Marketing Campaigns Executive T: 0113 322 3519 kforbes@yorkshire.com Danielle Ramsey Marketing Campaigns Manager T: 0113 322 3547 or M: 0773 885 4463 dramsey@yorkshire.com
Tourism Figures •
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Record breaking numbers of visitors holidayed and spent money in Yorkshire between April and June 2016, according to new figures. Yorkshire saw a 10% increase in visits (from April to June) to 361,000 - the highest like for like quarter for the county since records began in 1961, VisitBritain have said Spending by inbound visitors was up by 8% to £145 million, which was also a record for an April to June period for Yorkshire. Yorkshire has been chosen to host the 2019 UCI Road World Championships, which will potentially see millions of visitors descend on the county for eight days of world-class racing over this nine day event Tourism in Yorkshire is worth £7 billion annually The county’s tourism and hospitality industry employs almost a quarter of a million people
Tour de Yorkshire • • •
Yorkshire hosted the Grand Départ of the Tour de France in 2014 which generated £102 million for the county’s economy The inaugural Tour de Yorkshire in 2015 generated £50million for the economy over three days, attracting 1.5million spectators The 2016 Tour de Yorkshire attracted 2 million+ spectators roadside, generating nearly £60million for the economy
New for 2017 Look out for our new publications:
Publications
• Family Fun Activity Guide • Yorkshire Gin Trail • A Yorkshire Feast
This is Y January 2018 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 published in January 2018 and is in circulation for the whole of the year.
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130+ page glossy lifestyle magazine 200,000 copies produced Dedicated pages on yorkshire.com Poly-bagged within the Telegraph newspaper Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to all Yorkshire businesses including accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/8 page £540 + VAT 1/4 page £900 + VAT 1/2 page £1,800 + VAT Full page £3,600 + VAT Inside front / back £4,400 + VAT Outside back £6,000 + VAT DPS £5,400 + VAT Advertorial full page £4,400 + VAT DPS advertorial £6,000 + VAT
Seasonal Guides - Spring - Summer - Autumn - Festive
Spring Guide Early March 2017 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 Sunday Times in the North West in early March 2017 and will be in circulation in advance of and over the Easter holidays. The Easter Weekend is Friday 14th – Monday 17th April. 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 Sunday Times out of county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire businesses by request including transport links and stations, accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/4 page 1/2 page Full page Inside cover Sponsorship
£300 £600 £1,200 £2,200 £11,000
Sponsorship includes logo on the front page, joint introduction, double page spread and outside back cover.
Summer Guide Mid May 2017 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 North West in mid May 2017 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 businesses by request including transport links and stations, accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/4 page 1/2 page Full page Inside cover Sponsorship
£300 £600 £1,200 £2,200 £11,000
Sponsorship includes logo on the front page, joint introduction, double page spread and outside back cover.
Autumn Guide End of August 2017 Our Autumn publication appeals to the affluent short break market and focusses on Yorkshire’s many options for a cosy break in Yorkshire. It showcases places to stay, things to do, where to shop, where to dine, where to relax and what events are on throughout the autumn and winter. This tactical seasonal publication will be produced and inserted out of county into The Sunday Times in the affluent areas of London and the South East at the end of August 2017. 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 Sunday Times out of county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire businesses by request including transport links and stations, accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/4 page 1/2 page Full page Inside cover Sponsorship
£300 £600 £1,200 £2,200 £6,000
Sponsorship includes logo on the front page, joint introduction, double page spread and outside back cover.
Festive Yorkshire Mid October 2017 Our Festive Yorkshire publication appeals to the family market and focusses on things to do over the festive period in Yorkshire, showcases all the best things to see and do at 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 newspaper within Yorkshire in late October 2017, 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 within The Guardian newspaper in county Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire businesses by request including transport links and stations, accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/4 page 1/2 page Full page Inside cover Sponsorship
£300 £600 £1,200 £2,200 £6,000
Sponsorship includes logo on the front page, joint introduction, double page spread and outside back cover.
Themed Guides - Yorkshire’s Family Fun Activity Guide - Cycling in Yorkshire - A Yorkshire Feast
Family Fun Activity Guide June 2017
Advertisement
Bespoke single page Bespoke double page spread Editorial presence* Downloadable activity page
Yorkshire’s Family Fun Activity Guide is a unique, interactive kids activity book, featuring a select group of Yorkshire’s most popular tourist attractions, leisure providers, festivals and events. Each unique site will offer a variety of fantastic special offers to bring their unique site to life for families.
£1,300 (+VAT) £2,500 (+VAT) £395 (+VAT) £500 (+VAT)
(same style as guide pages – but hosted on family section on y.com)
Sponsorship
This unique activity guide aims to create memorable experiences to engage with the lucrative family market, in turn driving more visitors to the cream of Yorkshire’s best days out.
£6,000
(sponsorship includes logo on the front cover, joint introduction, double page spread and back cover ad)
Included in the price each advertiser will receive a personal, full creative input from Colour Heroes who specialise in creating bespoke design and engagement led page designs, character creations and unique promotional ideas (i.e. puzzles, challenges, jokes, did you knows and activities suited to each individual attraction etc).
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The A5 guide will target the growing family market (including adults, and children aged 5-13 years). It will be distributed within Yorkshire from June 2017, well in advance of the Summer school holidays.
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Example designs for the A5 page and double page spread can be viewed overleaf…
Member price (+VAT)
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Minimum 32 page, A5 guide 40,000 copies produced Distributed through Yorkshire Post in advance of Summer school holidays Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire businesses by request including accommodation and attraction providers and through all WTY events *Based on a North, South, East and West spread, you’ll be included within one of four pages, to allow advertisers with a smaller budget to have presence. This will be an editorial presence, taking up the equivalent of a ¼ page space.
Family Fun Activity Guide…example designs A5 page – example design…
Double page spread – example design…
Family Cycling in Yorkshire Guide April 2017 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 2017 alongside the Tour de Yorkshire which takes place 28 th – 30th April 2017, once again we will be producing a targeted campaign to help promote family friendly cycling in Yorkshire. A perfect publication to enable your business to communicate directly with the cycling community.
Advertisement Member price (+VAT) 1/4 page £300 1/2 page £600 Full page £1,200 Inside cover £2,200 Sponsorship £11,000 Sponsorship includes logo on the front page, joint introduction, double page spread and outside back cover
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. This tactical publication will be produced and distributed nationally to cycling clubs across the UK from April 2017, as well as being inserted in to a key cycling magazine.
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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 with Cycling Active out of county. Distribution to Yorkshire business by request including accommodation and attraction providers and through all WTY events
A Yorkshire Feast July 2017 Our A Yorkshire Feast publication will appeal to the short breaks market as well as day visitors and focuses on everything related to food, including: eating out in Yorkshire, farm shops, tea rooms, cookery schools and experiences, places for foodie shopping, afternoon tea, Michelin starred experiences and producers. This tactical publication will be launched at the Great Yorkshire Show in July 2017, and will be inserted into Waitrose Food Magazine in advance of the summer holidays. It will also be distributed at all events attended by Welcome to Yorkshire during 2017. • • • • • • •
44 page, A5 lifestyle magazine 75,000 copies produced Dedicated pages on yorkshire.com Inserted within Waitrose Food Magazine Distributed from Tourist Information Centres in the UK Online & Social Media supporting activity (Facebook & Twitter) Distribution to Yorkshire businesses by request including transport links and stations, accommodation and attraction providers and through all WTY events
Advertisement
Member price (+VAT)
1/4 page 1/2 page Full page Inside cover Sponsorship
£300 £600 £1,200 £2,200 £11,000
Sponsorship includes logo on the front page, joint introduction, double page spread and outside back cover.
Trails - Gardens Trail - Delicious Trails ● Ale ● Tea ● Gin ● Spice
Gardens Trail May 2017 Don’t miss out on Welcome to Yorkshire’s hugely successful Gardens Campaign. A 2017 Yorkshire Gardens Trail will be produced to continue raising the profile of Yorkshire’s beautiful green spaces and encourage visits to gardens, historic houses and related events across the county. Launched and distributed at Welcome to Yorkshire's garden at the RHS Chelsea Flower Show in London in May and at all events attended by Welcome to Yorkshire. • • • • • • •
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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 businesses 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 Sponsorship
£280 £560 £1,680 £5,000
Sponsorship – includes logo on the front page, back page advert, and content.
Delicious Trails July 2017 Yorkshire’s famed food and drink can be found in abundance across the county’s numerous markets, farm shops and restaurants. 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 businesses by request including accommodation / attraction providers and through all WTY events
2017 Trails include: Ale Trail (July) Tea Trail (July) Spice Trail (July) – also distributed at the World Curry Festival in September New for 2017 - Yorkshire Gin Trail (July) – covering the burgeoning gin scene in Yorkshire, including producers and experiences, retail and gin bars.
…and new for 2017, the Yorkshire Gin Trail Advertisement Standard entry Enhanced entry Sponsorship of guide
Member price (+VAT) £150 £300 £2,200
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 the front page, back page advert 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 £75.00
Event and Exhibition Opportunities
Y 17 Venue and date t.b.c. Y 17 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 - £3,500 The highest level of exposure offered, incl: company logo on marketing collateral, company profile on yorkshire.com/Y17, 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 Y17 press releases, premier exhibition space and much more. Refreshment Sponsor - £1,000 Logo, company profile and hyperlink on www.yorkshire.com/Y17, 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/Y17, company logo on screen during the presentation, exhibition space in the business networking area and more. Conference Bag - £125 - One item or piece of marketing literature to go in the conference bag which is handed to every guest on departure.
Great Yorkshire Show 11 – 13 July 2017 The Great Yorkshire Show takes place annually on the Great Yorkshire Showground in Harrogate. It is the country’s leading agricultural event attracting over 135,000 visitors each year. The 158th Great Yorkshire Show runs from Tuesday 11 - Thursday 13 July 2017. For further details on how to get involved contact: The Welcome to Yorkshire stand is one of the most prominent and visually impressive stands at the show, with a plot in 2016 of 32m x 34m. Our stand is easily accessible for passing visitors from both sides of the main 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
Jenny Higgins Head of Business Development and Partnerships Welcome to Yorkshire T: 0113 322 3572 M: 07875 297 101 E: jhiggins@yorkshire.com
White Rose Awards 2017 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 the Yorkshire Post, and achieved over £2 million in media coverage in 2015, and audience exposure for our winners, sponsors and the wider tourism industry.
Opportunities Event Partner £ 5,000 (+VAT) Becoming the 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 £ 2,500 (+VAT) (per category) The opportunity to sponsor a category gives your organisation sole association and branding of your selected award. Ad hoc
£ POA