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%.
(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.