Calderdale Cultural Destinations

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Winners of a competitive tender, we were tasked with putting Calderdale’s cultural offering on the national map, giving the media – and through them the public – the inspiration and information that they needed to act on that impulse and visit the area. Playing on the weird and wonderful nature of the towns and villages in Calderdale, we created a campaign focussing on the quirks and distinctive qualities of the region’s cultural gems to put the area on travel journalists’ radar.

We developed fam’ packages which chimed with the media and the target audiences, pitching them to travel writers across print, digital and broadcast media: dozens of them have visited Calderdale for the first time and reported positively to their readers.

The success of the national and regional media

campaign is best expressed in numbers. 2018 was a record year for tourism in Calderdale with a more than 10% increase in international visitors (worth £348.9m), bucking national trends. More than 68,000 international visitors stayed 15% longer and spent 17% more than the previous year. Importantly the visitor economy supported an estimated 6,958 jobs – an increase of 1.5% compared to 2017.

More than 100 pieces of editorial coverage were achieved, reaching an audience of more than 246 million. International exposure includes Lonely Planet and The Western Australia, national coverage in The Times and Telegraph and travel pieces in key regional media including Manchester Evening News, Northern Echo, Stoke Sentinel and Kent Messenger.