The new marketing drive from the Yorkshire Coasts tourism body is aiming to make our coastal resorts year round destinations.
Discover Yorkshire Coast is creating a campaign around the idea of surprise.
Borough Council Tourism and Culture Manager, Janet Deacon says the idea is to attract new visitors as well as giving existing visitors reasons to come back out of season.
Tourism bosses say the campaign will be based around the idea of ‘surprise’ and will be key to repositioning the area which is often just seen as a traditional seaside holiday destination.
Instead, the campaign will highlight a range of year-round offers from across the resorts in the borough that make up the Yorkshire Coast, including Scarborough, Whitby, Filey, Robin Hood’s Bay, Ravenscar and parts of the North York Moors National Park.
Janet says the campaign will be launching in the next few weeks and will showcase the activities available in the area year round.
The overall objective of the campaign is to generate more overnight stays throughout the destination, and to spread out the visits throughout the year.
The campaign themes include:
- Escape - where visitors will be invited to lose themselves and truly relax. Experiences will include spa retreats, long, peaceful walking routes and tranquil accommodation options.
- Explore - the Yorkshire coast has always been home to daring individuals who have exploration in their blood. With an extraordinary history to share audiences can explore the stories of adventures across the world that started in Yorkshire, as well taking in the stunning scenery on offer across the destination.
- Indulge - this theme is all about indulging in passions and if that includes some of the best culinary experiences available, then so be it!
- Dream - sleep is important, but with inspirational experiences on offer up and down the coast, you can escape into another world or even create your own just like great literary heroes of the past such as Bram Stoker and Lewis Carrol who created masterpieces whilst staying at the Yorkshire coast.
There are opportunities for tourism and hospitality businesses to get involved in the campaign already, with a campaign strategy published on the Discover Yorkshire Coast industry site and a new toolkit developed for businesses to use to align their marketing activity with this soon to be long-running campaign.
Two special online launch events are being held on Wednesday 7 April at 11.30am and 3.00pm. To book a free ticket visit discoveryorkshirecoast.com/members/surprise
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