Capitalising on the new easyJet route between Paris and Newcastle, the digital campaign aims to drive flight bookings, and overnight stays by highlighting the unique experiences visitors can take advantage of when visiting the North East of England.
From coast to countryside, unique historical landmarks, and a standout food & drink offer, experiential activities will inspire French travellers and experience seekers to explore the North East.
This campaign will also amplify the emerging trend of screen tourism, with VisitBritain having launched its own international ‘Starring GREAT Britain’ screen tourism campaign. VisitBritain’s campaign uses the powerful draw of film and TV locations and places seen-on-screen to inspire international visitors to discover more of Britain.
The market will be reached through a digital campaign including onsite media, paid display and paid social media content driving traffic to a dedicated Expedia webpage. The campaign will be able to track hotel and flight bookings, giving the ability to directly link campaign outputs and impact on inbound passengers coming via the easyJet Paris route to Newcastle Airport.
This campaign is being delivered in partnership with Newcastle Airport, NewcastleGateshead Initiative (NGI), Sunderland City Council, Visit County Durham and Visit Northumberland on behalf of Destination North East England.
Our aim is to double the value of the visitor economy in 10 years and the only way we can achieve this ambition is to tap into international markets and increase overnight stays. Together with our regional partners, we are working to showcase our offer internationally and grow our visitor economy which will have a positive impact for both our industry and our people. We are very excited about working with online travel company, Expedia to showcase the diversity of our region’s experiences – encouraging visitors to stay for longer. This campaign is testament to what can be achieved when you collaborate and work together towards a common goal – a huge thank you to everyone involved.
easyJet’s continued investment in the Airport and introduction of new, low-cost routes to key destinations in Europe provides a fantastic opportunity to increase the number of inbound visitors to our region. “We have been working closely with the region’s destination marketing organisations for many years to promote the North East overseas, and this is another example of how collaborative working can benefit our whole region – with increasing visitor numbers boosting the local economy.
We're excited to team up with Destination North East England to bring more French visitors to this incredible part of the country, especially with the new Newcastle-Paris airline route making it more accessible than ever. By blending traditional onsite ads with engaging social media content, we're showcasing the region's beauty in a way that really connects with French travellers. Plus, with our industry leading measurement and reporting, we're giving them the insights they need to see the real impact - more interest, more bookings, and more visitors exploring all that North East England has to offer.
Destination North East England is led by NGI on behalf of the region, working with delivery partners Visit Northumberland and Visit County Durham and in in partnership with all seven local authorities to unlock the growth potential of the visitor economy.
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