Yorkshire Tourist Board: Yorkshire - Britain's biggest break
Campaign for Yorkshire Tourist Board which had a disastrous year due to the foot and mouth crisis. Objective: to raise the profile of Yorkshire during peak holiday booking season. Media: roadshow promotions at railway stations, direct mail, internet, local radio, TV, press - an integrated campaign. Second phase of campaign involved use of celebrities with more TV and press. Evaluation: estimated that the campaign delivered an extra £18 million to the regional economy.