NORTH YORK MOORS NATIONAL PARK
Driving Bookings for Holidays and Short Breaks
The North York Moors is an upland area in north-eastern Yorkshire, England. It contains one of the largest expanses of heather moorland in the United Kingdom.
Challenge
The North York Moors National Park wanted to increase awareness and promote the park as an ideal destination for holidays and short breaks. The key challenge was to reach a broad, diverse audience across North Yorkshire during a traditionally quiet travel period in February and again during the prime holiday planning month of May. The campaign needed to showcase the park’s beauty and unique outdoor experiences while maintaining cost-efficiency.
Action
TMH planned digital screens on trains across the Northern Rail Network, targeting passengers during their daily commutes. The campaign was strategically timed to run in two bursts:
First Burst: February (2 weeks)
Second Burst: May (2 weeks)
Each burst ran across 2,000 screens, displaying stunning visuals of the park’s landscapes and key attractions. Using TMH’s long-standing relationship with the media supplier, TMH negotiated an additional 6 weeks of free advertising after the initial campaigns, extending the visibility well beyond the planned timeline.
Results
The campaign ran across a total of 9,124 screens (an additional 6 weeks beyond the original plan).
26,345,550 actual plays of the campaign were achieved, far exceeding client expectations.
This resulted in a 407% uplift in display value, significantly increasing the campaign’s exposure at no additional cost.
Due to the extended campaign and the wide reach across North Yorkshire, the North York Moors National Park saw a substantial increase in web traffic, with website visits increasing by 30-40% during the campaign period.
Additionally, engagement metrics such as page views and time spent on the website improved as more visitors explored options for short breaks and holidays.
Highlights
The extended visibility contributed to higher brand awareness, attracting more visitors to the North York Moors as a preferred holiday destination during key travel periods
As a direct result on the campaigns success, the campaign is to run again throughout early 2025.