Discover how Visit York has brought the city to life through exciting and impactful marketing campaigns. From celebrating York’s rich heritage and cultural events to driving footfall for local businesses, our campaigns showcase everything that makes York a world-class destination. Explore the highlights of our recent work and see how we’ve connected with audiences across the UK and beyond, delivering real results for the city and our partners.
Haunted York 2024 Campaign
Showcasing York as Europe’s Most Haunted City
Campaign Dates: September - October 2024, culminating in Halloween week.
Campaign Aims
The Haunted York 2024 campaign showcased York as Europe’s most haunted city, positioning it as a must-visit destination for tourists of all ages. Designed to attract new visitors, particularly Millennials and Generation X from across the UK, the campaign also gave local businesses a powerful platform to promote their events and attractions. Through creative storytelling and innovative marketing, it successfully drove footfall, visitor engagement, and business growth.
What We Did to Promote York
- Created Show-Stopping Video Content: Our feature video, York: The Most Haunted City in Europe, showcased ghost tours, spooky landmarks, and haunted attractions. It reached 1.86 million people on Facebook (+179%) and 1.56 million on YouTube, contributing to an overall total of nearly 3 million video views across platforms.
- Led a Highly Targeted Digital Campaign: Social media reached 2.3 million people (+44%), with standout content such as bespoke reels featuring businesses like Dorian Deathly’s tours and AI-animated statues, which engaged 224,000 viewers.
- Built a One-Stop Haunted Hub: Our dedicated Haunted Hub on visityork.org made it easy for visitors to find Halloween events and ghost tours. It attracted 61.7k page views (+10%) and drove 4,000 users directly to partner websites (+79%).
- Brought the Campaign to York’s Streets: Campaign videos ran on digital screens at the Visitor Information Centre, and our haunted art bench in Parliament Street caught the attention of over 1 million passers-by.
- Engaged Audiences Nationally: Sent e-newsletters packed with spooky updates and exclusive content to 78,000 subscribers. These newsletters achieved above-average open rates, driving traffic to York’s attractions and businesses.
- Secured National Media Attention: Major press coverage in outlets like The Sun and Daily Express reached 23.6 million readers, shining a spotlight on York’s haunted attractions.
- Boosted Visitor Numbers and Business: City footfall rose 8% in October, with a 9% increase during Halloween week. AirBnB occupancy hit 74%, and York Park & Ride usage grew by 27%.
This campaign demonstrated how Visit York’s innovative marketing can turn York’s heritage into an unforgettable visitor experience while supporting local businesses.
Summer 2024 / Dream Day Out Campaign
Inspiring Visitors to Discover York This Summer
Campaign Dates: June - August 2024, during the peak summer holiday season.
Campaign Aims
The Summer 2024 campaign celebrated York as a vibrant, family-friendly destination. Designed to attract UK families and younger visitors, the campaign inspired staycations and day trips while driving traffic to local businesses. It showcased York’s rich history, unique attractions, and exciting activities, encouraging visitors to plan their perfect summer day out.
What We Did to Promote York
- Produced Stunning Video Content: Captured York’s top summer experiences, including Viking adventures at the JORVIK Viking Centre, Monet’s masterpieces at York Art Gallery, river cruises, and the Castle Museum. Videos achieved 408,800 views (+167%), inspiring audiences with the city’s charm and activities.
- Engaged Visitors with Social Media: Shared 238 posts (+39%) across platforms, featuring family-friendly itineraries, insider tips, and major attractions. Posts reached 813,200 people (+18%) and encouraged 30,800 meaningful interactions (+15%).
- Enhanced Online Experiences: Dedicated summer pages on visityork.org offered curated itineraries, event grids, and activity highlights, attracting 464,300 page views (+6%). The Family-Friendly Hub guided parents to the best days out in York.
- Amplified Visibility Through Media: Targeted video-on-demand campaigns on ITVX and Sky reached 972,748 viewers, while Hits Radio broadcast the "Dream Day Out" message to 484,512 listeners.
- Collaborated with Influencers: Partnered with Yorkshire Mumbler to create an authentic family guide that doubled its reach to 185,515 parents. Exclusive features on local attractions showcased York’s family appeal.
- Maximised On-the-Ground Visibility: Summer campaign videos played in York’s Visitor Information Centre, reaching 1.36 million passers-by (+6%).
- Delivered for Partners: Sent engaging e-newsletters to 89,575 subscribers (+17%) with a strong 40% open rate, driving visitors to local businesses and attractions.
This campaign brought York to life for visitors across the UK, combining creative content, innovative digital marketing, and partnerships to position York as the ultimate summer destination.