Yorkshire Tourist Board
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Swimming with sharks…
The Brief
Business Tourism brings around £500m to Yorkshire each year, and is a huge benefit to the local economy.
Brahm was briefed to run a PR campaign to promote Yorkshire as a top UK and international destination for business events, and to highlight the wide range of venues available.
Our Response
Brahm launched the campaign with a unique photocall in one of Yorkshire’s most exciting conference venues, creating a visually exciting world first to attract maximum media interest.
The Deep aquarium was the perfect location to highlight that anything is possible in Yorkshire, so Brahm devised a photocall featuring the world’s first underwater business meeting, using staff from the aquarium.
This was backed up by a series of teaser mailers to Yorkshire Tourist Board’s trade media to show them there’s more to the region than they may have thought.
The mailers used outstanding photography of a selection of Yorkshire venues to create an international feel and generate media interest.
The Outcomes
Broadcast coverage of The Deep stunt was achieved on ITV Yorkshire as well as BBC and commercial radio stations. It featured prominently in the Financial Times and in all key business trade media.
In total, more than 85% of the campaign coverage communicated the key message of Yorkshire’s diverse range of venues.
Stuart Derrick, of Conference and Incentive Travel, said: “It’s a great campaign and I’ve seen for myself now what Yorkshire can offer as a business tourism destination.”
A number of hotels and venues took out business membership of the Yorkshire Tourist Board as a result of the campaign.
Nick Bond, business tourism manager at YTB, said: “Brahm’s enthusiasm, superb client management and creativity have been key to the success of the campaign, which exceeded its objectives in a number of areas.”
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
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