Visit England: #Accessible North York Moors

Challenge

Purple Goat were briefed by Visit England to create a campaign to spread awareness of the accessible experiences/stays available in the North York Moors. By working with influencers who have different disabilities and accessibility needs, we created a range of exciting, envy-inducing imagery and content that really showcases the North York Moors and all of the accessible and inclusive accommodation and attraction options.

Solution

We sent two travel and lifestyle influencers on a two – three night trip to the iconic North York Moors to create engaging and exciting content that sparks conversation about all the amazing accessible activities!  

We also sent a photographer along on the second visit to create a library of envy inducing photos that showcased the accessible accommodation options and attractions there is to explore!

Outcome

Overall the campaign was a massive success through our two influencers organic content and a paid amplification campaign we achieved 1,688,125 impressions and 573,453 engagements. 

From 2 influencers alone we managed to get 41 pieces of content that was activated in 3 different phases across the campaign. We upweighted and tested a paid traffic campaign which generated 8,577 clicks with a CPC of £0.14 which was 1500% lower than the expected CPC for geo-targeted campaigns.