Positioning Wakefield as the ‘Gateway to Yorkshire’ with tourism campaign
Client
Services
- Travel & Leisure PR
- PR
- Media relations
Sectors
- Travel & Tourism
Wakefield Council required support delivering its Experience Wakefield summer tourism campaign with the aim of raising awareness of Wakefield as a city and a destination. The Council also wanted to support the recovery of the district’s tourism sector following the pandemic and capitalise on the trend for staycations, highlighting Wakefield’s location as the ‘Gateway to Yorkshire’.
We introduced Wakefield as a tourism destination to the media and consumers through strategically targeted content, an active press office and evergreen content aligned with key dates. We secured media features and FAM trips, and created a pre-recorded broadcast package to highlight nearby cultural hotspots. Aired across local radio within a 90-minute drivetime of Wakefield, it encouraged northerners to explore attractions close to home.
We also created key messaging for the campaign that was introduced more widely by teams across the Council.
Results
-
0 - pieces of coverage
-
0 - reach
-
0 - increase in website traffic
- Redefined
- Wakefield as a ‘cathedral city’
Key Insight:
Although the Wakefield district is home to some of Yorkshire’s most prominent cultural attractions, we identified many audiences didn’t associate them with the area, instead connecting them to simply being in 'Yorkshire'. This gave us an opportunity to put Wakefield on the map as a true cultural destination.
Sam Scarpa“Aberfield helped us rethink our key messaging and devised a successful campaign that had a strong impact both on how we work internally and communicate externally. From changing the way we speak about our city and district, to securing national coverage which has helped to raise the profile of Wakefield and organising FAM trips, we were delighted with the results of our summer campaign and the support we received from the team.”
Tourism and Visitor Manager, Wakefield Council
