Dispelling misconceptions to inspire people to visit the Yorkshire coast
The problem
The British seaside is all sandcastles and fish & chips, right? Wrong. North Yorkshire Council is local authority. They wanted to attract visitors who were more likely to go to the airport than the coast. But to do so, they needed to dispel misconceptions and show people there’s more to the coast than meets the eye.
The insight
We knew our target audience had pigeon-holed the seaside, and that the very stereotype we needed to overcome would put them off clicking the content. Getting them to the campaign was half the battle, so we had to give them a strong, compelling reason to read the content.
The solution
We used audience insight and behavioural triggers to identify our target market, then shaped our proposition around them. The resulting campaign simultaneously unpicked seaside stereotypes, inspired people to travel and captured data from people with proven buying intent.
The results
Our campaign successfully challenged people’s perceptions of the Yorkshire coast, capturing the reader’s attention and keeping it to secure 3,493 sign-ups for the client to remarket to.
