Visit Leeds partnered with Sojern to ignite year-round tourism with a data-driven digital marketing strategy, boosting visitor stays and brand image.

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Leeds, England, was known as a charming summer escape but its tourism potential stretched far beyond just one season. Visit Leeds, the city's tourism board, envisioned a bustling year-round destination but needed an always-on marketing strategy to ignite interest and extend stays. That's where Sojern stepped in, ready to weave data and storytelling into reshaping the city's brand image.

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Challenge: From Weekend Getaway to Year-Round Gem

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Leeds boasts a vibrant cultural scene, diverse experiences and undeniable charm but its appeal peaked in the summer months. Travellers often saw it as a quick stopover, not a destination for extended exploration. Visit Leeds needed to:

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1. Shift perceptions: Reposition Leeds as a year-round destination with something for everyone.
2. Attract in-market travellers: Capture the attention of potential visitors actively considering their next trip.
3. Extend visitor stays: Encourage travellers to stay longer and delve deeper into the city's offerings.

Solution: An "Always-On" Digital Masterpiece

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Sojern crafted a data-driven digital marketing strategy tailored to Leeds' goals. Here's how they orchestrated the transformation:

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1. Always-On Presence: Ditching the seasonal approach and maintaining a consistent digital presence throughout the year, travellers could always discover Leeds, regardless of the season.
2. Video Storytelling: Harnessing the power of video, crafting captivating visuals that showcased Leeds' culture, award-winning attractions and hidden gems. These stories sparked wanderlust and inspired viewers to explore more.
3. Data-Driven Targeting: Their intelligent platform pinpointed ideal audiences based on demographics, interests and travel behaviours. This ensured the right message reached the right people at the right time.
4. Seamless Conversion: Employing strategic display advertising to keep Leeds top-of-mind, nudging captivated viewers from video watchers to hotel bookers.

Results

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The partnership between Sojern and Visit Leeds resulted in a resounding success:

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1. 24% increase in the average length of stay: Travellers stayed longer and injected more revenue into the local economy.
2. 4.5x return on ad spend (ROAS): Every pound invested yielded significant returns, proving the campaign's efficiency and effectiveness.
3. 21% higher video completion rate (VCR) than the goal: The captivating videos resonated deeply with audiences, exceeding expectations and demonstrating the power of storytelling.