Yorkshire Tourism campaign for McCann Erickson Manchester
The Yorkshire Tourist Board has appointed McCann Erickson Manchester to its three year campaign.
The ‘Welcome to Yorkshire’ campaign to attract more visitors to the region includes press, TV, cinema and online and will also run abroad in Italy, Spain, France, Germany and Holland, while other activity will be launched in US, Canada and Australia later in the year.
A new website - www.yorkshire.com – has also launched alongside a new TV advert which aims to encourage people to spend their weekends in the region.
The campaign will also sponsor ITV programmes Heartbeat and The Royal. Near the end of the year it will sponsor all of ITV3’s peaktime output.
Welcome to Yorkshire will also sponsor a yacht in the round-the-world clipper race, and will launch campaigns in every port where their boat downs anchor.
It is understood that the agency's which pitched were told that the value of the account would be around £3million a year over three years.
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Web looks good, but TV and press is poor. And sponsoring Heartbeat...please.
Hope the Heartbeat idents are better than the TV, which flatlined.
comments
Why didn't you feature sunny Bridlington?
Like the site!
I dont think its fair to comment about Yorkshire agencies and their skillsets on this. How does anyone know why the job was given to McCanns Manchester unless they were on the decision comittee?
If you are bitter about the YTB going outside of Yorkshire, which I am, lay the blame at their door and no where else. They pciked the agency to do the job, surely they must have thought of the implications of picking a non Yorkshire agency to carry out the work?
Ultimately, a Yorkshire agency should have got this job, but then we dont know who was asked to pitch. If the pitch list had no Yorkshire agencies, you have to look at the client, not the supplier
I dont think its fair to comment about Yorkshire agencies and their skillsets on this. How does anyone know why the job was given to McCanns Manchester unless they were on the decision comittee?
If you are bitter about the YTB going outside of Yorkshire, which I am, lay the blame at their door and no where else. They pciked the agency to do the job, surely they must have thought of the implications of picking a non Yorkshire agency to carry out the work?
Ultimately, a Yorkshire agency should have got this job, but then we dont know who was asked to pitch. If the pitch list had no Yorkshire agencies, you have to look at the client, not the supplier
Saw the launch on Look North on Friday evening and said "I bet they didn't give the work to a Yorkshire agency" and, suprise suprise, I was right.
Raises a few issues for me. There is stacks of great work coming out of Yorkshire agenies, so plenty of agencies that could've given Mcanns a run for their money (if, as pointed out in a previous post, they were given the opportunity - would love to find out who was invited to pitch). And, forgive if I've got this wrong, I thought YF were tasked with bringing business and investment to Yorkshire? Enough said.
There's bags of talent here in Yorkshire but, maybe, we've only got ourselves to blame for not pushing our wares better, bigger and louder than our competitors over the county border?
I heard they did the lot in just over 3 weeks!! That's probably why no other agencies went for it, Yorkshire or not!!
I know there were at least 9 agencies invited to pitch, at least one of which was a well known Yorkshire agency. I think the timescale from winning to work going live may have been more like 6-8 weeks as oppose to 3 weeks.
Having seen the brief I can also say that the task was indeed to come up with something less insipid, cliched and safe than this...but perhaps they changed their minds, as I know of work from three agencies that was much fresher and more worthy than the eventual winner. (One Yorkshire, two non).
You can do pretty much everything shown in that TV ad in virtually any county in England. I don't see how it promotes why anyone should choose Yorkshire over a n other county?
I can't say I'm thrilled with the Tv but on the other hand, Yorkshire hasn't had a decent creative agency for ages.
Just glad I can comment on this story, unlike the Greggs Propaganda farce. Yes it's a shame that the account has gone out of Yorkshire - but get over it. Maybe it's because the alleged cream of our region is producing cliched, hackneyed rubbish like the new Greggs work that YTB has gone elsewhere. Just a thought.
Yorkshire folk work t'other side o't Pennines tow tha' knows. Mabee they did 'twerk fer 'em.
Yes I think the ad is not great, as mentioned earlier, you can do all those things anywhere in this country!
Hard to see how this TV ad is going to drive visitors into Yorkshire. It's more like some kind of corporate business campaign. And as for the branding...what branding! £30m for this campaign. Hmmm! One really has to ask 'Y'.
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