Welcome to Yorkshire Marketing Opportunites 2014-15

2014 / 2015 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 2014/15 campaigns.

Should you wish to discuss any of these opportunities in more detail, please contact : Kerry Ludlow Marketing Executive 07502 317 895 kludlow@yorkshire.com

Publications

March 2014 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 2014 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.

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40 page 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) 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)

1/4 page £275 1/2 page £550 Full page £1,100 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page

May 2014 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, including particular emphasis this year on Yorkshire’s family cycling routes.

This tactical seasonal publication will be produced and inserted out of county into The Guardian newspaper in the North East, North West and London in early May 2014 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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40 page 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) 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)

1/4 page £275 1/2 page £550 Full page £1,100 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page

Late August 2014 Autumn / Winter Stylish Breaks Our Stylish Breaks publication 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, and where to dine and relax throughout autumn and winter, right up until February 2015.

This tactical seasonal publication will be produced and inserted out of county into the Telegraph in the affluent areas of London and the Midlands in late August 2014. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire.

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40 page 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) 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)

1/4 page £275 1/2 page £550 Full page £1,100 Inside cover £2,000 Sponsorship £10,000 Sponsorship includes logo on front page

November 2014 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.

This tactical guide will be inserted into a leading weekend newspaper within Yorkshire in early November 2014, to influence decisions over the Christmas period. This publication will also be available within Tourist information centres, accommodation providers and attractions in Yorkshire.

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40 page 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) 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)

Standard listing £200 Includes image, name, address, contact details and 70 words of text.

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 three bespoke supplements, which we produce in association with the Yorkshire Post.

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March – Easter holidays in Yorkshire Late June – Summer in Yorkshire Mid-November – Christmas

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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 £650 Advertorial from £650 Note: Subsidised rates for Welcome to Yorkshire Members.

This is Y 2015 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 the main fulfilment piece to a multimillion pound marketing campaign, alongside yorkshire.com.

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100+ page glossy lifestyle magazine 200,000 copies produced Dedicated pages on yorkshire.com Poly-bagged 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 £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

Gardens Trail April 2014 Building on the huge success of the previous Gardens campaigns, Welcome to Yorkshire, this year in partnership with the RHS, will be producing a 2014 Yorkshire Gardens Trail. Published during a year in which the world’s eyes will be on Yorkshire and a big increase in visitor numbers is predicted, 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.

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100,000 copies produced A2 folded to DL NEW – targeted distribution via national gardening publication 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) 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

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! The Lonely Planet identified Yorkshire’s food and drink of one of the 3 reasons that Yorkshire made it into their Top 3 places to visit in 2014.

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.

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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 2014 include:

Ale; Afternoon Tea

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.

Overall sponsor also benefits from PR / Media coverage.

Cycling Guide NEW for late March 2014 2014 will truly put Yorkshire on the cycling map. In July 2014, the world’s greatest bike race, the Tour de France, comes to Yorkshire for the first 2 stages of its Grand Départ.

NEW for 2014, we will be launching a targeted campaign to help promote the whole Yorkshire region 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 without a dress code serving hearty food or home-made cake, 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.

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This tactical publication will be produced and distributed nationally to cycling clubs across the UK from April 2014. If you have aspirations of promoting yourself to the cycling market in 2014 this is the campaign for you.

The guide has an outer cover, with A2 folded map inner 35,000 copies produced Dedicated pages on yorkshire.com Online & Social Media supporting activity (Facebook & Twitter) On-going PR (local, regional, national and specialist) A wide distribution programme to cycling clubs nationally

Advertisement

Member price (+VAT)

Map entry Sponsorship of Map

£250 £2,500

Attractions Voucher Booklet April 2014 Our Attractions Voucher Booklet will be a selection of Yorkshire’s most popular tourist attractions and leisure providers, giving fantastic discounts across the county.

This publication will target the family market and will be largely distributed within Yorkshire, from April 2014 in advance of the Easter holidays.

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DL size voucher booklet 75,000 copies produced Poly-bagged with national newspaper in 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)

Standard Entry £200 Sponsorship £1,500 Sponsorship includes back page advert and logo on front page.

Event / Exhibition Opportunities

Y 14 – 27 March 2014 Harrogate International Centre Y 14 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. As Yorkshire prepares to welcome the world in 2014, Y 14 is the biggest official tourism and business focused event on Yorkshire's Grand Depart of the Tour de France.

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/Y14, 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 Y14 press releases.

Conference Sponsor - £1,500 Position your company as a leading player in the tourism and visitor economy with your logo, company profile and hyperlink on www.yorkshire.com/Y14 , your company logo on screen during the presentation (start and end of the presentation), standup banners at the event venue and onstage sponsor acknowledgement.

Refreshment Sponsor - £1,000 Logo, company profile and hyperlink on www.yorkshire.com/Y14, company logo on screen during the presentation, branding and stand-up banners in a high traffic area of the conference, onstage sponsor acknowledgement .

Exhibition Sponsor - £500 Logo, company profile and hyperlink on www.yorkshire.com/Y14 , company logo on screen during the presentation, exhibition space in the business networking area.

Great Yorkshire Show 8th - 10th July 2014 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.

Opportunities The Welcome to Yorkshire stand is one of the most prominent and visually impressive stands at the show. This year the size of the plot will be 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 2013 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

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 2014 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.

Our 2013 Awards in association with the BBC, achieved over £1 million in media coverage and audience exposure for our winners, sponsors and the wider tourism industry.

Opportunities Event Partner £10,000 + VAT 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 £5,000 + VAT (per category) The opportunity to sponsor a category gives your organisation sole association and branding of your selected award.

Ad hoc

£POA

Digital opportunities

Online opportunities Yorkshire.com is our award winning consumer website that attracts over 10 million visits per year and is the call to action for all of our marketing campaigns and activity.

Banner Advertisement Banner advertisement opportunities are available on specific pages across the main website. Sections available include: Places Accommodation Heritage Delicious Events and Festivals Sport

Artistic City Life Indulgence Outdoors Family 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

Online opportunities cont’d..

Yorkshire.com is our award winning consumer website that attracts over 10 million visits per year and is the call to action for all of our marketing campaigns and activity.

• Featured blogs – up to 300 words, 3 images, 2 tweets.

• Sponsored sections – e.g. Yorkshire Tea sponsor of the Eating and Drinking section.

• Advertorials - Basic Advertorial or an enhanced advertorial.

Costs (member price +VAT) • Other bespoke packages are also available.

Featured Blog

£300.00

Sponsored section

£750 - £1,500 (per calendar month)

Advertorials (basic) Incl. 3 promotional banners on 3 sections of yorkshire.com

£450 per month £1,200 for 3 months

Advertorials (advanced) Incl. banner across all main sections of yorkshire.com

£750 per month £2,000 for 3 months

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

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 5,000 Welcome to Yorkshire member businesses.

Cost: £220 +VAT per email

Costs: Guaranteed side advert / offer with link to you own page on Yorkshire.com £165 +VAT per email Competition / guaranteed slot in the e-news with link to your own page on yorkshire.com and competition data sharing. £250 +VAT per email Banner ad - £550 +VAT per email

Quarterly Groups / International Travel Trade 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: Guaranteed feature to include link to you own page on Yorkshire.com £250 +VAT per email

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

Thank you