VHEY - Tourism Guide, Advertising and DM

When you picture Yorkshire you'd struggle to think of place that offers a greater contrast of environments, unfortunately visitor numbers to the East Yorkshire region and the seaside paradise of Bridlington were down.

Whilst it was never going to be able to compete with package holidays to sunnier climbs, substantial investment had meant that it was still a great British holiday destination, one we knew very well, and VHEY wanted help telling this great story.

We put our knowledge of the region to good use. Yes it had, donkeys, arcades, fairgrounds and rock but it also has beautiful cliff-top walks, abundant wildlife, Michelin-starred restaurants and multi-million pound visitor attractions. There was a great story to tell!

The campaign consisted of two tourist brochures of which we were responsible for story origination and development of. We worked with a copywriter to develop each article and ensure it was written from a visitors perspective and the photography was art directed to capture their great adventures and memories.

'The start of a great story' and 'be surprised' copy platform were then used to inform the advertising and Direct mail.

The following year saw visitor numbers up, some hoteliers seeing bookings increasing by as much as 300% and Bridlington was placed in the top 20 of fastest growing resorts.