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The Audience

We were given the opportunity to work alongside Visit Leeds and Leeds Business Improvement District (BID) on the city’s official winter tourism campaign, Magical Leeds.

Our aim was to raise the profile of the city across the winter period, via an integrated marketing campaign. Reaching out to families, couples and young professionals, we needed to showcase the unique experiences on offer to a national and regional audience, ultimately increasing visitor numbers into the city centre and encouraging more people to come to Leeds for short breaks and overnight stays.

The Campaign

The strategy was to drive interest in Leeds among our target audience, demographically and geographically, by highlighting Leeds’ unique tourism offering, via an innovative advertising and marketing campaign.

Working as part of the Magical Leeds team, we liaised with both national and regional press to highlight the great events and reasons to visit the city, securing some great coverage in titles such as The Daily Mirror, The Daily Star and Family Traveller. We also organised press trips and editorial competitions with well-known national titles, such as Glamour and Cosmopolitan, to secure further media coverage.

Taking account of Visit Leeds’ current social media, we focused our activity largely on bespoke content for Twitter and Facebook, as well as launching the Reindeer Selfie social media competition on Twitter.

We created the Reindeer Cam video, which shows Leeds from the perspective of Rudolph, taking a journey across Leeds’ landmark sites and buildings. The video was hosted on Visit Leeds’ website, and shared with the campaign partners and the media. The video itself has had over 7,000 views to date.

As well as creating a series of radio adverts profiling Leeds on key radio stations, we developed the creative advertising.

The Influence

In the campaign period we achieved:

Leeds was also crowned as the most festive city on Instagram by the BBC.

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