Yorkshire Tourist Board: Yorkshire - Britain's biggest break - IPA Effectiveness Awards Case Study 2002

Brief Description: Campaign for Yorkshire Tourist Board which had a disastrous year due to the foot and mouth crisis. Objective: to raise the profile of Yorkshire during peak holiday booking season. Media: roadshow promotions at railway stations, direct mail, internet, local radio, TV, press - an integrated campaign. Second phase of campaign involved use of celebrities with more TV and press. Evaluation: estimated that the campaign delivered an extra £18 million to the regional economy. ;---(TAGS)--- Full Title: Yorkshire - Britain's biggest break ; Number: 2002/11 ; Brand Name: Yorkshire Tourist Board ; Yorkshire Forward ; Client: Yorkshire Forward And Yorkshire Tourist Board ; IPA_ProductCoding: Financial Services (Banks/building societies/friendly societies/banking services/accounts) ; Agency: Senior King Communications Group ; Author: Martin Lewis ;