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North York Moors National Park - Paid Social

Successfully driving impact on a budget in a highly competitive market, delivering results that exceeded industry averages.

The story so far…

The travel and tourism industry is very competitive, and it’s notoriously difficult to stand out in such a crowded marketplace. Our client North York Moors National Park (NYMNP) wanted to increase brand awareness and recall, showcase the beautiful location, and encourage more footfall and short break bookings. With a limited budget, they sought expert advice to ensure their paid media campaign reached and appealed to the right people. They were also interested in capturing data for post-stay marketing and remarketing opportunities.

Their campaign concept – Let’s make memories on the North York Moors – reinforced how enjoying nature can improve mental health and wellbeing. Three key demographics were identified: young travellers, millennial professionals and families with children aged 3-12.

Why Optix?

We were selected as NYMNP’s digital marketing partner following a competitive tender process. They were impressed with the amount of background research, suggested approach and depth of thinking that had been included in our proposal. Optix was the highest-scoring submission based on knowledge, experience and approach, and it was our level of detailed thought in the process that led to a successful bid.

Our Approach

The campaign was split out into three key booking periods across 2023 and 2024. We created a click-optimised digital media strategy using a variety of channels and formats, and began the campaign with ads across Google and Meta. We carefully monitored and optimised them as they ran, also using remarketing techniques to reengage previous website visitors. Then, in the final phase of the campaign, we introduced TikTok.

As all bookings were made via a third party, there was no way of tracking conversions or return on advertising spend (ROAS). So, we focused our attention and reporting on the number, quality and behaviour of website traffic.

THE OPTIX SOLUTION

With a limited budget and in-house resource, combined with a nervousness about introducing new platforms like TikTok, our success with NYMNP was down to the way we won their trust and confidence. The results demonstrated how much impact could be driven with the right paid media strategy, making sure every penny of their spend was working hard for them.

While other agencies might take a ‘set and forget’ approach to paid social, Optix does things differently. Our experts constantly measure, monitor and optimise, changing tactics where needed and always looking at ways to drive the numbers even higher. That’s why we’ve seen such impressive figures throughout this campaign.