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.