York Tourism Bureau

Client Challenge:

York is well known around the world for its historic attractions, but Brahm PR was tasked by York Tourism Bureau with raising awareness of contemporary culture in York, driving traffic to a series of cultural events in the city, and encouraging take-up of cultural short breaks to York.

Our solution:

Based on a series of light installations and digital art known collectively as ‘Illuminating York’, Brahm developed a PR campaign around the theme of ‘See York in a Different Light’.

A creative teaser mailer, featuring a branded kaleidoscope with images of York Minster, was issued to culture and arts correspondents. The mailer was followed up with a striking press pack, which continued the kaleidoscope theme.

A series of visits to York by key correspondents was secured, which led to a number of features in national and regional media.

To build on York’s unique approach to culture further, Brahm developed the ‘Culture Cabs’ concept. Timed to coincide with local poet W.H. Auden’s 100th birthday, a local taxi driver was taught Auden’s ‘Night Mail’ by a York-based actor, which he then recited to his passengers (including various print and TV journalists). York’s fleet of cab drivers were given details of the city’s cultural events, allowing them to promote the events directly to their passengers. A smaller laminated version of the press pack was distributed to over 600 cabbies in the city to help promote the various cultural events on offer.

Outcomes:

The campaign achieved more than double the coverage target, including seven features in national newspapers. More than 48million people were reached, and the campaign generated a 640 per cent ROI.

More than 12,000 people visited the central event, Recovered Light, and unique visitors to the website (www.visityork.org) during the three month period of key media coverage increased by over 41,000 on the previous year.

For further information please contact Phil Reed, Head of PR or Ruth Holgate, Business Development Manager, on 0113 230 4000 or email greatoutcomes@brahm.com