Client
Duration
Driving Regional Tourism Through Integrated Rail Marketing
We delivered a fully integrated regional tourism campaign designed to encourage residents across Northern England to rediscover local destinations and travel by rail.
About the project
A regional rail operator gave us the task of encouraging residents across Yorkshire, Lancashire, Greater Manchester, Cheshire and surrounding northern counties to rediscover the outstanding day-trip and short-break destinations on their doorstep, while promoting rail as the natural and convenient way to travel.
Methodology
From seaside escapes and countryside adventures to festivals and seasonal attractions, the campaign showcased a diverse range of experiences designed to appeal to a broad audience. The activity focused on reigniting interest in destinations that local residents may have taken for granted, while also increasing awareness of attractions and activities within easy travelling distance of home. To maximise reach and engagement, we delivered a fully integrated multi-channel campaign incorporating targeted Outdoor advertising including Bus Rears, 6-Sheets and 48-Sheets, alongside GDN Online Display, Facebook and Instagram activity, and regional radio advertising. PR support further amplified the campaign through coverage across local, regional and national media outlets.
Results
The campaign delivered a return on investment of 5:1, with measurable increases in off-peak rail travel compared to the previous year. This, in turn, generated additional visitor spending and increased revenue for local destinations across the region.
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