Welcome to Yorkshire The Destination Management Organisation for the UK's largest county. Tourism is a growth industry and can be a major force to help improve the economy and build a prosperous future for the county. We will maximise opportunities from our services to deliver greater financial independence and we will work with partners to help deliver a seamless service. Putting the customer first, quality and sustainability will be at the heart of the organisation which will position Yorkshire as a premier destination About us Championing Yorkshire tourism Forget flat caps and whippets, Yorkshire is a contemporary destination which hasn't neglected its roots. Welcome to Yorkshire has created a fresh, dynamic view of the UK's largest county with its innovative marketing and PR campaigns, not forgetting its contagious enthusiasm which has garnered fans of Yorkshire from across the globe. Our award winning team has achieved this by being creative and forward thinking but more importantly by working closely with members and partners to build a new confidence in the county. Since Welcome to Yorkshire launched in 2009: The destination management organisation (DMO) has achieved in excess of £100 million in media coverage worldwide and has received accolades including the World Travel Award for World's Leading Marketing Campaign. x The visitor economy has grown from £5.9bn to £7bn x An additional 4,000 jobs have been created x Overnight domestic holiday visits have increased by 26% x Overseas visitor spend has doubled during peak summer months. Fast facts x Welcome to Yorkshire is the official destination management organisation (DMO) for Yorkshire, working with its members to grow the county's visitor economy. x Tourism in Yorkshire is worth £7 billion annually x The county's industry employs almost a quarter of a million people x There are 216 million visits to Yorkshire each year - more than Walt Disney Attraction theme parks worldwide. Marketing Welcome to Yorkshire’s marketing activity has evolved and grown since our launch in 2009. Working with the tourism industry, local authorities and the wider business community in Yorkshire we continue to deliver impressive results with award winning campaigns. With 1 visitor numbers up 16%* and the length of stay up 15%* our campaigns are certainly putting Yorkshire on the world wide map. Building on the success of the regional domestic campaign ‘Have a Brilliant Yorkshire’, our targeted campaigns underpin ten key themes: Outdoors, Heritage, Delicious, Sport, Events & Festivals, City Life, Family Fun, Indulgence, Coastal and Artistic. These campaigns enable us to deliver a more focused message to an identified target audience to inspire them to holiday in Yorkshire. The themed campaigns are perfect for business to get on board with as they give you the opportunity to work with us in areas that match your product. For full details and all related costs click here. * Figures for the first quarter of 2011, compared to same period in 2010. VisitEngland 2012/13 Marketing Highlights 2012/13 Activities Here is a summary of our exciting marketing plans for the coming year. If you would like further information on our activities please contact Vikki Harris, Head of Marketing on 0113 322 3500. TV Advertising (March -May 2012) Building on the phenomenal results generated by our 2011 campaign ‘Have a Brilliant Yorkshire' - We have secured prime time slots across key ITV regions and satellite channels. Our TV ad has the campaign message - "So much, so near, so different. Have a Brilliant Yorkshire." We also have plans for an Autumn and Spring campaign. TV Sponsorship Building on our previous success of sponsoring programmes such as Who Wants to be a Millionaire, Heartbeat, Animals Do the Funniest Things and Paul O'Grady, we have two exciting new programmes confirmed on ITV1, Countrywise and The Great British Taste Tour. The Great British Taste Tour In this brand new ITV daytime format, we'll meet four strangers with a passion for fantastic food and the great outdoors, competing against each other for a £1,000 prize. Each self- contained episode sees our Taste Tourists enjoying the very best local fare, from fine restaurants to quirky cafes. They'll visit beautiful locations and stay over in a whole range of places - from luxury to outlandish... ITV1 daytime slot - over the Easter holidays making it clear that Yorkshire is the capital of food. 9th to 20th April Monday - Friday from 4 p.m. to 5 p.m. Countrywise Paul Heiney is joined by historian Bettany Hughes, horticulturalist Rachel de Thame and wild food expert Mike Robinson, each using their specialist knowledge to explore a new dimension of the places they visit. Monday evenings from 8 p.m. to 8.30 p.m (in between Coronation Street) 25th June to 3rd Sept Product Placement on Emmerdale - A first! Perhaps the most exciting initiative this year is product placement in Yorkshire's most iconic 2 television programme - it is one of ITV's most popular shows, with each episode attracting in the region of 8 million viewers. This year Emmerdale celebrates its 40th anniversary. Our brand will be represented in many different guises across various episodes of the show. Manchester We will be targeting Manchester as the gateway to Yorkshire with an ambitious outdoor campaign. London Over the next few months we are targeting people in London and the South East who may be looking to escape the South East over the summer. Activity includes: Branded ticket barriers and transvision screens in Kings Cross Targeted mailing to 250k homes in London 90k copies of This is Y to be distributed with the Saturday and Sunday Telegraph 3 weekend takeovers of LBC (talk radio) Other exciting announcements: • Five year tourism strategy - yorkshire.com/strategy • Back our bid to host the Tour de France in Yorkshire - yorkshire.com/backlebid • Download our Hockney trail - yorkshire.com/hockney • Become a Yorkshire Champion - www.yorkshirechampions.com • On-going support of events and festivals in Yorkshire - yorkshire.com/festivals • Joint coastal campaign with Yorkshire Water - yorkshire.com/coast • Bronte themed garden for this year's Chelsea Flower Show - yorkshire.com/chelsea • Entries open for the White Rose Awards 2012 - whiteroseawards.com • Find out how where you can see the torch relay yorkshire.com/olympics Yorkshire Pride Welcome to Yorkshire provides the following training courses for its Members. x PR & Social Media x Effective Marketing x Customer Care/Yorkshire Pride For further information on these please contact Kim Broderick on 0113 322 3528 or email on [email protected]. Yorkshire Pride Yorkshire pride courses to delight your guests and boost your business Welcome to Yorkshire is delighted to offer its members a new pride of place/customer service training course 'Yorkshire Pride' to help you give your visitors an amazing experience and encourage repeat visits. Course content These five hour interactive courses will run from 10.30am to 3.30pm and are being held throughout Yorkshire and will explore a range of subjects including: x The role you play in ensuring that visitors to Yorkshire have an awesome experience and leave the county with a desire to return and encourage their friends and family to visit. 3 x The strength and variety of Yorkshire's tourism products. x How we can all share best practice and learn new ideas in giving a 5 star service to our visitors. x How you can make a difference to your business/organisation. x How to delight and wow your visitors. x Course Feedback x Feedback from Yorkshire Pride Open Courses includes : x "This is the best customer service training course I've been on; I leave feeling very inspired!!" x "Very interesting and motivating trainer" x "I've learned more about Yorkshire in 5 hours than in the 8 months I've lived in Yorkshire!" x "I am feeling so inspired and can't wait to put some of your ideas into action and ‘wow' my visitors""This course will really makes me think about how we deliver customer service - thank you" x Feedback from Catherine Harrild, Hotel Manager, Wentbridge House Hotel following an in-house course x "I just wanted to thank you for your time yesterday. All of my staff are talking about the course and quite giddy about it. x I'm forever talking to them all about the importance of special, caring customer service, expectations and standards and I think its super when someone form the ‘outside' comes in and shares my passion. Your knowledge regarding places to visit and the history of Yorkshire was amazing! I found this really interesting too. x I look forward to booking some other courses in with you and seeing you soon". x x Costs x The cost to experience Yorkshire Pride, including the course workbook, Yorkshire Pride badge and lunch, is: x £50.00 + VAT per person for Members of Welcome to Yorkshire x £75.00 + VAT per person for Non Members x or x £450 + VAT for up to 12 delegates for Members of Welcome to Yorkshire x £650 + VAT for up to 12 delegates for Non Members x x For more information about this course, please contact Kim Broderick at Welcome to Yorkshire Tel: 0113 322 3528 Email: [email protected] x Promoting your business x Enhanced web entry and link to your site from the award-winning yorkshire.com, now one of the leading tourism websites in the UK, attracting over 5 million visitors each year x Welcome to Yorkshire plaque and branding materials to show you're part of the Welcome to Yorkshire success story, for use on your premises, website and print material x Free