A new marketing campaign for the Yorkshire Coast has launched today with a promotional video.
The "Surprise" campaign is being spearheaded by Discover Yorkshire Coast and has today launched with the release of a new promotional video and you can scroll down the page to view it right here.
Paul Whiting is from the company commissioned to work on the marketing campaign, he says this is a long term campaign aiming to change peoples perceptions about the Yorkshire Coast.
Tourism and Hospitality Businesses on the Yorkshire Coast are going to have access to a new unified marketing toolkit which will help them to promote the area to new potential visitors.
The "Surprise" Campaign will see the area marketed across the country on digital platforms and on catch up TV.
Paul Whiting says the campaign is built around the promotion of the variety of activities that are available for visitors to the area and only reveals the location once the range of activities has been established.
Janet Deacon, Scarborough Borough Council Tourism and Culture Manager and lead for Discover Yorkshire Coast, said:
“With people’s attention firmly fixed on the UK for their holiday destination for the short to medium term we have an opportunity to stand out and change perceptions at the same time.
“There is so much to do across the length and breadth of the Yorkshire coast throughout the year, where one day you take on an outdoor adventure, the next you find tranquillity and relaxation – and that is the ‘surprise’ that we are looking to share with audiences with our new campaign.”
Tourism bosses say the ‘surprise’ element 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.
Cllr Liz Colling, Scarborough Borough Council Cabinet Member for Inclusive Growth said:
“We are proud that the Yorkshire coast is a perennial destination of choice for many families every summer, but in these uncertain times we must work harder to diversify our offer and tempt new audiences to our beautiful borough.
“There are so many varied experiences on offer throughout the year, from must-see cultural events, such as Filey Food and Drink Festival, Whitby Regatta and shows at Scarborough Open Air Theatre in the summer, to relaxing autumnal getaways for couples or a multi-generational family half term exploring the beaches.
“By targeting new audiences to visit at different times of the year, and for longer, we can ensure the continued prosperity of our tourism industry into the future.”
The campaign, which forms part of Scarborough Borough Council’s COVID recovery plan, will be delivered across all Discover Yorkshire Coast channels, including their new website, which launched in late 2020.
Richard Marcroft, Chairman of the Yorkshire Coast Tourism Advisory Board, which is supporting the campaign, said:
“It is hoped that this campaign will bring all tourism sectors together to really showcase what the Yorkshire coast has to offer all year round. The diversity of what’s on offer across the Yorkshire coast and within the adjoining North York Moors National Park is second to none. It is imperative that we all come together to highlight this to the world to ensure we remain one of the most visited UK tourism destinations.”
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