Visit York Public Relations Annual Report April 2010 - March 2011 Kay Hyde – PR Manager Katie Porter – PR Executive
Press VisitsThe quality of destination articles generated was high with a mix of regional, national and international mediaand popular glossy magazines covering the city. The Visit York press office works proactively to encourage travelwriters and editors to write about York year round.Up to the financial year end (March 2011) Visit York hosted over 160 journalists from the UK and overseas, whichincluded several overseas group visits facilitated in partnership with Welcome to Yorkshire.Here is a snapshot of some of the journalists and media titles that have covered York over the last year: The Telegraph, Mail on Sunday, Daily Mail, Newsletter (Belfast), Nottingham Post, The Scotsman Magazine, Newcastle Evening Chronicle, Shropshire Star, fiftymagazine.com, Liverpool Echo and Daily Post, Surrey and Hants Series, Birmingham Mail, Western Mail, South Wales Echo, The People, Daily Star, Bristol Evening Post, Tesco Magazine (2 million circulation), Daily Mirror, Press & Journal, Simonseeks.com, Let’s Talk Magazine, Birmingham Independent, Zest Magazine, Metro Online, Escape Magazine, Sheffield Star, News and Star (Cumbria), News and Star (Carlisle), TNT Magazine, Telegraph and Argus (Bradford), Swindon Advertiser, Hartlepool Mail, Explorer Magazine, The Journal (Newcastle), Sunderland Echo, Ipswich Evening Star, Irish Times, Huddersfield Examiner, Good Motoring, Bath Chronicle, Eastern Daily Press.
SpainTerritorio Vikingo (Blog)The NetherlandsPuur Op Reis (online lifestyle magazine)Travel Unique Magazine, So British & Irish Magazine (online travel magazine)Het Parool (Amsterdam Daily Newspaper)So British & Irish MagazineUSA and CanadaPress+1 (Canada’s largest online entertainment magazine)Grandeur Magazine, Arts & Leisure Services USA, Zink Magazine, Recommend Magazine, goNOMAD.com, SOMAMagazine, Passport Magazine, Elle Canada, Global Traveler, Travel Pulse, Fodors.com, Minneapolis Star-Tribune,Good Times Magazine, National Post, Zoomer Magazine, Pathfinders, Philadelphia Daily News, The Resident,Boston Globe, San Antonio Express News, About.comand across the globe…Eat and Travel Magazine (Hong Kong). Shanghai Traffic FM, Xitek.com (China), Itimes (China), City Traveller(China), Uplus Weekly (China), Jiefang Daily (China), Lonely Planet (Korea), sina.com.cn, Ming Pao Daily (HongKong), Travelrich Web News (Taiwan) AIRWAY, Apple Daily, NOWnews.com, China Times Daily News, The LibertyTimes, United Daily News, TravelCam Magazine (Taiwan), La Presse (France), Today Magazine (France), PassauerNeue Presse (Germany), Deutsche Welle (Germany), ipm-Verlag (Germany), Sydney Sun Herald (Australia), DailyDenik (Czech Republic), Daily Sport (Czech Republic), Financial Daily (Czech Republic),
Overseas Group visitsThis year we also facilitated and hosted group visits from overseas , in association with Jet2.com and East Coast Trains:Jorvik Viking Festival (in conjunction with Jorvik Viking Centre)Politiken (Denmark)Xinhua News Agency (China)Embassy of Belgium (Belgium)Vatan (Turkey)Mid-Day Publications (India)Economic Daily (China)Group Media Visit in conjunction with Jet2.com and East Coast TrainsLowa Benelux (Netherlands),Te Veot (Netherlands)Xinhua News Agency (China)El Correo (Spanish Regional Newspaper)Dakenraad (Netherlands)Archaeologie (Netherlands)Hotspots Magazine (Netherlands)Deutschlandradio (German national radio station)
Press coverage – Quality and Key MessagesMedia coverage generated through the work of public relations at Visit York has the following objectives:• demonstrate the breadth and quality of the York offer• position York as the ‘Britain’s Favourite Small City’ to visit in the UK and one of Europe’s top short break destinations• inspire readers/viewers to book a holiday in York• encourage visitors to extend their stay and/or make a repeat visit• generate a call to action by including the www.visityork.org website and booking number in as much coverage as possible “…York has so much to offer that to see it all on a short break you’ll need bags of energy. At almost every turn you’ll encounter one of the unique attractions which enrich this city of stories…” “…There are hidden historical gems down almost every York snickleway… York is crammed – literally in the case of Shambles – with fascinating ephemera and long lasting cultural gems.”
Filming (April 2010 – March 2011)York hosts a variety of film crews and TV production companies throughout the year. The Visit York Press Office,working within the Film Friendly Partnership alongside the City of York Council and Screen Yorkshire, providesassistance and advice on filming in the city. Up to March 2011, some highlights of filming requests facilitated by VisitYork’s press office include: BBC Entertainment contacted the Visit York press office, looking for families of three in York with a passion for cooking to take part in The Hairy Biker’s Family Cook-Off, airing on BBC 2, every weekday from October to December 2010. The series finale in December saw The Raman family from York, crowned ‘Britain’s Best Cooking Family Channel 5 primetime TV series Street Market Chefs contacted Visit York in their planning stage looking for locations where local chefs can use local produce to make dishes from the local market. The result was that York featured in two episodes of the 10-part series hosted by Amanda Lamb, in the opening episode in October 2010 with a local honey product and the final episode with locally reared pork and featured filming at the popular York Farmer’s Markets. ITV contacted the Visit York press office late in 2010, as the now famous ‘Rock Choir’ were looking to set up in York and a new mini series for primetime ITV wanted to follow their progress. Looking for locations for a performance of the new choir in action, we gave a number of options, the final choice being York Designer Outlet. York featured extensively in the series which aired 16, 23 and 30 June 2011. BBC4 contacted the Visit York press office with an enquiry about filming at York Minster for a new series ‘Handmade in Britain’. We also assisted them in finding the best spot to film a sunrise over York Minster. A 60 minute documentary about stained glass and the East Window of York is expected to be screened as the series launches in Autumn 2011.
Filming enquiriesWe also handled the following filming enquiries:• Producers of The Hotel Inspector contacted the Visit York press office looking for potential hotels, B&Bs and guesthouses to feature in the new series.• BBC Learning were looking for locations in the UK which had distinct areas of disused shops which they could convert into historical backdrops key to the History of the British High Street.• Producers at Channel 5 were researching a new series working with the nation’s top restaurant consultants. They were looking to work with independent restaurants who are struggling in the tough economic times to help them turn their fortunes around.• Channel 4 got in touch looking for Bed and Breakfasts’ to participate in the second series of ‘Three in a Bed’• ITV Producers of Britain’s Best Dish got back in touch looking for contestants for the fifth series. Auditions were held in York in January 2011 and the series aired in April 2011.• Screen Yorkshire contacted us in the early stages of working with the Antiques Roadshow on BBC1 looking for suitable locations to host the series in York. The final programme was filmed in Museum Gardens in July 2011.
Overseas FilmingAs well as crews from the UK, we also receive enquiries and provide support to international film crews in conjunctionwith Welcome to Yorkshire, Screen Yorkshire and City of York Council: NHK – the Japanese equivalent of the BBC – filmed in York for a documentary on Septimus Severus. Fronted by Japanese expert on the Roman Empire Professor Masanori Aoyagi from Tokyo – the crew filmed in the Yorkshire Museum and on the City Walls. Working with Welcome to Yorkshire, a Taiwanese film crew visited York in September 2010 as part of a 3 week visit to the UK for Taiwanese travel programme ‘The World is Wonderful’. Visit York assisted the film crew during filming at the Visit York Information Centre. Coordinated with VisitBritain and Welcome to Yorkshire, New Zealand’s Breakfast Programme on TV1 – the UK’s equivalent of BBC1, visited York to do a live link on the city and the tourism sector here in October 2010. York received extensive coverage, with live links from Illuminating York 2010.
Unlocking York The opening of the Visit York Information Centre Winner of the European Excellence Award 2010• 81 pieces of coverage (64 regional press, 2 broadcast hits, 4 national hits and 11 trade press hits)• Media coverage reached a total circulation of 5,303,729 people• There were 21, 214,916 opportunities to see the media coverage written about the opening of the new Visit York Information Centre• The campaign generated £53,397.30 worth of media coverage in total, with a PR value of £160,191.90• This represented a 356% return on investment• The original target set for the campaign was a 40% increase in footfall for the first two weeks after opening – this was surpassed and the centre saw an actual increase in footfall of 190%. Winner of the European Excellence Award for ‘Best Tourism Campaign’ awarded by European magazine ‘Communication Director’
Shop and the CityA dedicated three-month PR campaign designed to support the marketing activity for the 2010 Shop and the City campaign.Shop and the City (2010) was designed to extend and build on the work of the Shop and the City campaign in 2009highlighting York as one of the best shopping destinations in the UK and using the refreshed shopping trails and newlydesigner ‘Shopping Passport’ as a hook to engage with journalists and Feature Editors.The campaign aimed to:• Generate strong media coverage in the target, ‘hinterland’ areas• Position York as a premier shopping destination• Promote the Visit York ‘passport’ of special offers• Increase hits to www.shopandthecity.orgFinal results for the dedicated media relations campaign and ‘Stylist on the Street’ media stunt achieved an £60,000Advertising Value Equivalent (AVE) and a PR Value of £180,000. The coverage secured reached a totalreadership of £1.7 million people.
Illuminating YorkSupported by the City of York Council, Visit York, Arts Council England and Welcome to Yorkshire The PR campaign for IlluminatingYork 2010 was led by Visit York in conjunction with Purple Marketing, and ran from September to November 2010.• 86 pieces of media coverage – including national coverage in The Daily Telegraph, The Guardian and on BBC Radio 2 Arts Show as well as a variety of other online, print and broadcast media.• The media coverage reached an estimated circulation of over £95 million.• Media coverage generated was worth £400,000 Advertising Value Equivalent (AVE) and had a PR value of £1.2 million.• For every £1 that was spent on the PR campaign, it generated £133 worth of media coverage.
York – A Break with Tradition Winter Campaign 2010/2011York – A Break with Tradition was the 2010 – 2011 Winter Campaign conducted by Visit York. The campaign is traditionallydesigned to boost trade in the quieter winter months and is centered around a three nights for the price of twoaccommodation offer. The campaign ran from 1 November 2010 – 31 March 2011.We ran a PR campaign to support the marketing activity and this focused on a number of key areas during this time period:• Turning the clocks back and Autumn nights – drawing visitors to York at this vibrant time of year for the city• York staked its claim as the most Christmassy city in the UK• Visit York helping to keep New Year Resolutions and offering new things to try in the New Year in York• Ideas to brighten up a dreary February and March.We also worked with key York figures to endorse the PR campaign, including the Lord Mayor of York and the Archbishop ofYork.Media coverage generated as a result of the campaign was worth over £80,000 Advertising Value Equivalent (AVE),with a PR value of over £240,000 and reached a circulation of over 30 million.For every £1 that was spent on the PR campaign, it generated £16 worth of media coverage.
York and Scarborough ConferencesBusiness Tourism PR Visit York is working in partnership with Welcome To Yorkshire on a pan Yorkshire conference PR campaign, generating coverage in conference trade press and regional news coverage.
Media EnquiriesIn addition to press visits, the Visit York press office handled hundreds of enquiries from media titles and journaliststhroughout the year.The press office is also frequently requested to provide quotes to the York Press, Yorkshire Post and other media on a day to daybasis – the majority of reactive quotes are issued to the regional press. Topics covered included: York receiving the ‘friendliestplace to live’ accolade, World Heritage Status, Hot weather, the big Wheel returning to York, Yorkshire and York tourism figures,declaring York to be the ‘Most Christmassy City in the UK’, the reopening of the Barbican, The Budget and street café openings inYork.News UpdatesThe Visit York press office issues regular e-news updates to our growing data base of media contacts:• A bi-monthly events news update which goes out to 170 Listings Editors and other contacts.• A quarterly news update including product news, festival news, exhibition and hotel news – sent to over 900 mediacontacts• A bi monthly conference news update including all business tourism news sent to conference and business media titles.
Corporate PR• PR activity for Visit York has generated coverage in the York Press, Yorkshire Post, Northern Echo, with good coverage on www.thebusinessdesk.com and also in the national travel trade titles; Travel GBI, Travel Weekly, Group Leisure, Group Travel Organiser and Coach Tours UK, to name a few.• Visit York has achieved extensive radio and television coverage, and interviews with Visit York representatives have been broadcast on BBC Radio York, Minster FM, BBC Radio Humberside, BBC Look North (Leeds), BBC Look North (North East), ITV Calendar News and nationally on the BBC 1 evening news prior to August bank Holiday weekend.• Visit York has a regular ‘What’s On’ slot on BBC Radio York, every third Friday during drivetime at 4.20pm - a regular opportunity to promote York’s events and also the Visit York Information Centre.• The Visit York press office has extremely positive relationships with the regional and local media – with 100% of coverage regarding Visit York to date being positive and on message.• Corporate news releases are issued at least bi-monthly and include subjects such as: Visitor statistics, Marketing campaigns, York’s VIP team, Illuminating York, Residents Festival and the York Tourism Awards.• 20 different pieces of coverage were generated for the York Tourism Awards held in April 2010 including interviews on Minster FM and BBC Radio York.• 14 pieces of coverage were generated for Visit York’s annual AGM and Conference held in October 2010 in a variety of local and regional press.• The annual Residents Festival held in January 2011 – organised by Visit York generated 33 different pieces of media coverage – with an estimated PR value of £30,000 - and was picked up in The Guardian Guide’s events listings nationally.
PR EvaluationThe press office has collated a year end report April 2010 to March 2011 and analysed media coverage nationally andinternationally. The quality of media coverage and key messages conveyed were exceptionally high. A large percentage ofcoverage features full page articles with photographs and the www.visityork.org website address. Total advertising value equivalent of media coverage is estimated at just over £2 million* with a total circulation of over 435 million Annual PR Value is estimated at 6.1 million* This figure excludes film and TV
Image LibraryBrand new image library at www.visityorkimages.co.ukOver 400 quality images of York easily available onlineJournalists, travel trade, conference organisers andVisit York members can use the library to showcasethe best of the city in theirpublications and articles , gainingfree and unlimited access to hi-resImages.From 1 September 2010 – 1 September 2011:• 302 regular users• includes 127 members of the media• includes 62 travel trade users• 855 downloads by Travel Trade• 833 downloads by the Media• 91 downloads by Conference Organisers
Press VisitsFinancial Times, Daily Mirror, Mail on Sunday, Yours Magazine, Irish News, The Guardian, Daily Express, TheSun, North Wales Daily Post, ETC Magazine, Western Morning News, National Geographic Magazine (US),Westfalische Nachrichten (Germany) Vocento Regional Newspapers (Spain), Ilta-Sanomat and MatkaopasTravel Magazine (Finland), Canvas Magazine (New Zealand), Reiselyst (Norway). Illuminating York 2011 We launched the Illuminating York 2011 on Tuesday 25th October, giving a sneak preview to media ahead of the public opening on Wednesday 26th. With a range of media, photographers and news agencies attending, coverage was spread far and wide , including: BBC Radio York, Minster FM, ITV Calendar, Lonely Planet Magazine, The Times, Sunday Express, The Guardian, The Independent, Yorkshire Post, The Press, Western Daily Press, Lancashire Evening Post, Wigan Evening Post, Northern Echo, Metro Yorkshire, Blackpool Gazette, Burton Mail, Travel GBI, TravelBite online, DesignWeek online and the Huffington Post (US).Corporate Communications –Members’ handbook The press office project managed the production of a new Visit York members’ handbook to help communicate the breadth of Visit York activity and ensure continued membership support.
Filming Visit York, working with VisitBritain and supported by City of York Council, were delighted to support an NBC film crew in York in August 2011. NBC is the sole rights holder for media broadcasting of the London 2012 Games in the United States. The crew spent time in York Minster and along The Shambles getting key shots of the city which will be used as footage during the broadcast of the Olympics. The resultant footage shot in York could generate up to a billion viewers (inc online). BBC Four are putting together a new documentary on ‘Medieval Queens’ and asked for Visit York’s help in looking and securing locations for filming, with a focus on medieval architecture and buildings. After pointing them in the direction of some of York’s finest medieval architecture, filming took place in York Minster, All Saints Church and around the city streets in June 2011. Producers at BBC One were looking for exciting, history-related events between 10 August and 7 September for a new early evening history series presented by Dan Snow and Sian Willams broadcasting Wednesday nights at 7.30pm. With Hungate DIG being in its last year this was great timing – and when the crew came to film in early August one of the DIGs major finds took place – a Jade ring from a Roman burial site. The programme aired on Wednesday 17 August with a great profile for the city of York. Scottish TV are in the midst of producing a brand new travel programme – 6 x 30 minute episodes featuring destinations around the world. Casting real people on real holidays the programme aims to showcase the best that destinations have to offer. Broadcast in Scotland but also to be made available online. Visit York worked with the Producers’ to bring the programme to York and they filmed in the city at Grays Court, York Dungeons, York Minster and Jollydays campsite, as well as generic city shots.
A bit of feedback from the media … Felt compelled to reply to this email because I have to say this information I receive from you every quarter is an absolute editors dream!! Do keep up the good work - your efforts certainly keep York on the radar for me. Andy Greeves, Editor of Group Travel & Coach World Magazine on receiving the York Update. Just a quick belated thank you for a fabulous weekend in York. I had never actually visited the city before and was quite bowled over by it....We were also genuinely very impressed by the quality of the tourism information - clearly a very well oiled machine! I can tell you in advance that it will be something of a rave review... Lisa Thompson, writing for the Mail on Sunday. Thank you so much for organising another fantastic visit to York. I so love that city! I tweeted my thanks this morning btw both @KayHyde and @VisitYork. Every time we visit there is something new to discover but we still love visiting the familiar attractions too and somehow never manage to cover everything. Take care and many thanks again. YORK IS FAB! Gilly Pickup, Freelance Travel Journalist. I would like to thank you and your team once again very heartily for the excellent visiting tour, the great preparation and the really professional realization. You hardly could made anything better. It has inspired me to inform my listeners as soon as possible about York and his many attractions. Just as a broadcasting date in German public radio is appointed, I will let you know. Jochen Spengler, Deutschlandradio (German National Radio) I just wanted to get in touch to say a big thank you for organising my trip a couple of weekends ago - it was lovely to meet with you too. It was a brilliant trip, I still cant stop raving about it - the beautiful buildings, the hotel, the lovely restaurants...its really got so much to offer. Lisa Herriott, Tesco Magazine.
Just got back to work today. York was an absolute delight, thank you so much for organising it. The hotelwas amazing and we certainly made the best of the visitor passes you kindly included, taking in theMinster, Jorvik Viking Centre, the Barley Hall, Castle Museum, Cliffords Tower, a York Brewery tour, theNational Rail Museum, the castle walls and many of the delightful pubs :) Debbie Thompson, TravelEditor, Surrey and Berkshire MediaWhat a truly magnificent city you have, and your organisation and assistance was quite excellent …loved every minute of our visit (even the weather didn’t disappoint!) The Mount Royale was charming,the VIP pass invaluable, the citizens friendly and helpful, the history overwhelming. In short, we quiteenjoyed ourselves. I will certainly be able to get two good pieces for my newspaper. Colin McAlpin,writing for the News Letter, BelfastJust wanted to let you know what a fantastic time we had in York – just not enough hours in the daythough! Hotel was superb and the passes were fantastic for the attractions. We needed a break by thetime we got back!!! Our feet were worn out but we really did have a wonderful family break. I willforward you the cutting as soon as it goes in and I look forward to working with you again in the future.Kirsty Smallman, writing for the Shropshire Star.Can I just thank you on behalf of my partner and myself for a wonderful visit to York. The hotel wasbeautiful, the staff very friendly and the area as a whole fantastic. Nice weather helped too! Wemanaged to cram in a visit to the Dungeons, the Minster and various other attractions, as well as someshopping, nice food and a few refreshments! Overall, it was a fantastic trip. Brian Hossack, SeniorReporter, Greenock Telegraph
York – An award-winning city• Best Cycle Rail Station in the UK (Nov 2011), awarded by East Coast• York has been crowned the best gastro destination in the UK and fifth best in Europe by Trip Advisor, the largest on line travel review site (Oct 2011)• York was voted the best place to visit in three out of six categories including best family day out, best historical place to visit, and best for rest and relaxation in a new survey by East Coast rail (Sep 2011)• York has been hailed as Britain’s most beautiful city – and the place where most people want to live (July 2011). York received• 17% of the votes in an independent survey conducted by the search engine Bing to find the most attractive place in the UK and one in ten people named York as the city they would most like to move to.• York was voted (May 2011) ‘Britain’s Favourite Small City’ in an independent poll commissioned by the Rough Guide (and• conducted by YouGov)• Petergate has been shortlisted as the ‘Best Shopping Street’ in the UK in the 2011 Google Street View Awards.• York was voted ‘Most Group Friendly UK Destination’ in the Group Travel Awards 2011• York was given an ‘Honourable Mention’ in Annual British Heritage Awards, awarded by www.BritainExpress.com• Chief Executive of Visit York, Gillian Cruddas, was awarded an MBE for services to the York tourism sector, 2011.
• York won a European Excellence Awards (2010) – for ‘Best Tourism Campaign’, awarded by the magazine ‘Communication Director’.• 2010 - Google Street View Awards – The Shambles – Most Picturesque Street in Britain Stonegate – 2nd Best for Fashion in Britain Fossgate – 3rd Best in Britain for Food• York has topped a new list of friendliest places to live, beating 28 others including Cambridge, Edinburgh and Newcastle.• A survey by health insurance company National Friendly, Coined ‘the Friendly Index’, questioned 3,000 people in the UK about how often they spoke to their neighbours and whether they knew the names of their local postman, policeman and milkman.• York was voted friendliest place in the UK to live.• York was voted ‘safest place to visit’ in the 2010 Conde Nast Readers’ Traveller Awards.• York crowned ‘City of the Year’ at the Coach Tourism Awards 2010. Coach operators and readers of Coach Monthly Magazine, which organises the awards, voted for York above other tourism hot spots including Bath, Chester, Liverpool and Southport. This is the third time York has won this accolade at the Coach Tourism Awards having scooped the ‘City of the Year’ title in 2006 and 2008.
Thank You To All Our PartnersThank you to all our partners; Welcome to Yorkshire, City of York Council and all thosebusinesses who generously offer complimentary rooms, restaurant deals and rail travel for ourvisiting journalists.What’s Your Story?Take advantage of PR for your business by:• Offering accommodation/meals for visiting journalists• Tell us your news! Send in regular news releases – email is always best – but remember to ask ‘So What’?• We can include your news in our e news updates to journalists and add it to our online media room and press kits• Email or send on disc high res good quality images• Do your own thing – we can offer advice and help with media contacts