(Summer in) The Outdoor City.

Sheffield City Council

As we emerged from the 2021 lockdown, we were appointed by Sheffield City Council to launch a summer campaigns designed to attract ‘staycation’ visitors. The city had already positioned itself as ‘The Outdoor City’ – with the Peak District and a wealth of adventure on the doorstep – so our job was to amplify this message, and drive visits.

We were straight off the mark with digital ads on Facebook and Instagram generating awareness of a packed summer programme, including renowned literary festivals, music and outdoor sport. At the same time, we sold the city into the media – featuring in the likes of i News, Metro and the Guardian’s Travel Guide. Meanwhile, authenticity came via four high profile travel influencers, including Emily Luxton and Amelia Goodhead.

The campaign played an important role in the city’s recovery, with the Centre for Cities reporting that September footfall in Sheffield city centre had reached 89% of pre-pandemic levels, while hotel occupancy in the same month rose to 79%.