Case Study
Visit York
With other 8 million visitors a year, York is one of the UK’s most popular destinations. Visit York is the official destination marketing organisation for the city.
Our Senior Digital Consultant Mike Brown spent a two year sabbatical at Visit York to lead in the transformation of the city’s digital marketing function. His work included the development of six websites aimed at different audiences and stakeholder groups.
Mike also worked on the city’s 10 year marketing plan, various projects to improve the commercial operations of the organisation and provided digital marketing coaching to hundreds of accommodation providers. This culminated in Visit York winning the prestigious Travolution ‘Website of the Year’ Award, recognised as the ‘Oscars’ of the tourism sector.
Setting a national gold standard
During his two year sabbatical, Moded’s Mike Brown was briefed with transforming Visit York’s digital marketing and commercial functions. His work involved major technical and strategic projects including:
- Design & Build of Six Integrated Websites
- Development of Accommodation Booking Widgets
- Establishing Digital Partnerships with Booking.com, East Coast Rail & Visit England
- SEO Strategy & Management on thousands of landing pages
- Development of a new York Pass website to boost attraction visits
- Contribution to the City’s 10-year Marketing Plan
- Producing content for a campaign at the London 2012 Olympic Park
- Digital Marketing Coaching for hundreds of attractions & accommodation providers
- Developing a new accommodation & rail travel widget
- Cost-efficiency drive to turn the Visit York not-for-profit to surplus
- Organisation of the annual Visit York Tourism Awards
Mike’s time at Visit York helped to establish them as a gold standard for other destination marketing organisations throughout the UK. He went on to advise various destinations on their digital strategy well beyond his time at Visit York.
Website Visitors
Booking Revenue
Profitability
First Time Campaign
Working in partnership with East Coast Rail and Visit England, we produced a multi-channel campaign across digital, OOH, TV and Cinema.
This initiative was designed to encourage more overnight stays to help boost revenues for accommodation providers, restaurants, attractions and the wider night time economy in the City.
With over 3 million impressions and a 22% YOY increase in website traffic, this project gave a substantial boost to the City’s tourism industry.
Gillian Cruddas, Chief Executive
