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Welcome To Yorkshire - Transforming Regional Tourism

Client: Welcome to Yorkshire
Brand: Welcome to Yorkshire

McCann Manchester helped drive high value visitors to Yorkshire by changing perceptions of the county and raising its profile.  This multi award-winning campaign focused on the diversity and accessibility of Yorkshire and the rebrand from ‘Yorkshire Tourist Board’ to ‘Welcome to Yorkshire’. Combining fresh and impactful creative treatments with really engaging media including broadcast, print, digital and partnership activity, the campaign drove impressive shifts in awareness and attitude (in the first year Yorkshire became the most recalled “county”). The website won best tourism site in 2009 and saw a 225 per cent increase in traffic and a 180 per cent increase in bookings.
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