VisitBritain
Destinations

Yorkshire Campaign 2006

Present situation:
In May 2006, the British carrier Jet2.com extends its operations and for the first time now offers direct flights from Germany to the region Yorkshire in Northeast England. It now takes only 90 minutes for German holidaymakers to get directly to the heart of the region, the airport Leeds/Bradford. This new route means that Yorkshire has the potential of becoming an interesting destination for short trips for the catchment area around Duesseldorf airport.

Target group:
Independent explorers, who want to get to know foreign countries and their culture:
- ’Active and personal Explorers’ aged 20 to 65, with the emphasis on active and walking holidays
- ‘Adventurous City Discoverers’ aged 20 to 39, interested in smaller, lesser-known towns and their facilities for shopping, nightlife and local culture.

Task:
Short-term: Encouraging enquiries and bookings

Long-term: Increasing the awareness level
-    of the region of Yorkshire as a destination for short trips
-    of its cities Leeds, Bradford and York as a gateway for trips within the region
-    of the new direct flight connection by Jet2.com

Solution:
In a first step, parallel to the start of the new direct flight route in May 2006, the Yorkshire region is introduced in a general, journalistic way by means of an insert and direct mailshot. The insert is added to the local papers Westdeutsche Zeitung and Rheinische Post with a circulation of 688,100 copies. The direct mailshot goes out in 60,000 copies to selected addressees with an affinity for Great Britain from the VisitBritain database.

In a second step, the newly acquired contacts as well as rented addresses are again contacted in December 2006. After the general introduction of the region, the mailshot now contains five selected routes with touring advice and practical Internet links for further information.

In addition, an e-newsletter is sent out to rented addresses.
With the use of current brochures and a competition, each of these measures provides the incentive to return the reply postcard.

Results:
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