The
Brief

Hatch had a brief from Route YC to Introduce the newly launched tourism experience, Route YC, to the media and consumers. As it’s an experience, we wanted journalists to see and feel the thrill of the route for themselves, rather than simply write about it. We wanted to give journalists a first-hand account of the excitement of the Yorkshire Coast, meet its locals, and discover something new.

Our challenge was to place Route YC within long-form content in travel sections in key national and consumer titles; liaise and engage with media, and build relationships with key travel and lifestyle journalists in the industry. . As the Yorkshire Coast has always been around, we needed to pitch it in a new light and give journalists a reason to travel there, and a reason to write about it.

The
Solution

/ PR

Between October and June, we selected and outreached to top tier journalists from key publications and offered them bespoke press trips. We built bespoke itineraries around their personal preferences, from foodie activities to more adventure seeking pursuits, and allowed them to experience Route YC for themselves.

We accompanied them, linked them up with local businesses, and shared an agreement outlining desired deliverables I.e. link to the website, brand mention, campaign hashtags. Along the way and for each press trip, we placed branded merch in their accommodation, ahead of their restaurant bookings, and other various activities. We also gifted branded merch for their journey ahead.

Since launching, we’ve organised and completed {number} successful press trips with national papers including The Times, The Daily Express, The Sun and The i, and luxury travel magazine, House of Coco.

Plus, with a healthy pipeline of trips still to come, including with  The Guardian, as well as regional titles On: Yorkshire, we want to continue building momentum throughout the rest of the year and everyone had a great write up.