Welcome to Yorkshire's new ad campaign begins
The latest TV advert for Welcome to Yorkshire has launched, once again created by McCann Erickson Manchester which was recently retained following a pitch.
The ‘Welcome to a whole lot more going on’ campaign is the second phase in the tourism body’s marketing plans, and follows the ‘Get to Know Y - A long weekend in Yorkshire isn't long enough' marketing and promotions campaign which launched the marketing strategy last year.
The new creative (top video) is similar to the previous TV campaign (first video) which launched in February and was also created by McCann Manchester.
The campaign began on Friday evening across ITV1 (Central, Tyne Tees, Yorkshire, Granada & Anglia) during Coronation Street with further activity across press, outdoor railway sites, digital, cinema and 'a few more surprises' set to follow in the coming weeks.
Brilliant Media was appointed the campaign media buyer following the review which took place earlier this year.
Previous campaign:
Updated
Welcome to Yorkshire has contacted The Drum to ask that we explain that the above advert is the campaign which ran in February. We are now able to display the new advert below.
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Comments
Coverflow. Stock footage. Dull script. Oh dear.
It looks like an iMovie template.
Have to agree with the comments below.
Contact us now for great offers..I didn't know Yorkshire was having a sale either..
Well, a 12 agency pitch process, hundreds of thousands of ££'s spent creating documents to the Procurement process guidelines, and THIS was chosen winner. Disgusting. The people and businesses of the Yorkshire tourism industry deserved better.
Awful. Absolutely awful. If this is the result, why have an agency at all when the client could have gone direct to a production house?
I have never felt the urge to post on here before, but I do now. What were they thinking? Don't give me any bull about you needed to see the brief to understand what they were trying to achieve. It's shockingly bad. No excuses.
I can just imagine that the brief asked the agency to show several attractions, and very much doubt it was single-minded in the slightest.
I'd guess this is the result of a very poor client or clients...no doubt there was a committee of 37 behind it.
Now it's cool iris. I'm suprised a sentence was managed when describing this piece of work. What a nondescript uninspiring waste of space.
Trust me, some great work was presented by regional agencies on this. There was no need for London.
jesus was this made on imovie?
I think most of the comments below will have been on the original ad as the Drum had made a mistake- the new ad has just been added. I agree, it is actually better than the one that everyone below was commenting on.
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Thanks Anon 14.32. Just to clarify. The Drum made no mistake - the advert posted originally was highlighted as the previous campaign - and a link posted at the beginning and later on in the story took readers through to the Welcome to Yorkshire website, where the new advert could be found.
Welcome to Yorkshire then sent us the advert, having originally told us that they could not do so - so that was added to the story.
I agree that it isn't great. I imagine that these were designed by committee at the client end, ending in a weak ad that no-one but the client is proud of and that will have mediocre success that will be heralded as great. It has a better script than the first. I'm not sure that why McCanns have highlighted it in the Drum as a piece of work that they are proud of. I guess that Welcome to Yorkshire were proud of their committee designed ad and McCann's didn't have much choice.
And you think the creative that was pitched with would ever have run? This has client interference written all over it. Would have made no difference whether it was a Manchester agency, a London agency or a Yorkshire agency. Too many high horses and sour grapes on here.
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Absolutely - if agencies want to send us the work they submitted we'd do something...but I'd suspect that those ideas are transferrable and could be used by other tourism bodies.
This should have been entered into the chipshop awards its bad enough
As pedestrian as it gets.
Oh Dear!!!
I doubt even the client feels comfortable watching this one. It certainly doesn't do such a great and characterful county as Yorkshire any justice whatsover. There should be a lot of heads hanging in shame - Yorkshire deserves so much better!
www.cooliris.com
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