Route YC & The Yorkshire Coast BID

Route YC is a newly launched tourism experience on the Yorkshire Coast, showcasing the road less travelled and linking tourists with partner businesses to encourage tourism out of peak season.

Route YC & The Yorkshire Coast BID

Route YC is a newly launched tourism experience on the Yorkshire Coast, showcasing the road less travelled and linking tourists with partner businesses to encourage tourism out of peak season.

The
Brief

The Yorkshire Coast BID came to Hatch to launch an all-new UK road trip, ‘Route YC’.

Route YC aimed to bring more people to Yorkshire’s stunning 100-mile coastline all-year-round with particular focus on off-peak travel season.

The tourism concept was very much in its infancy, with no brand identity, no social media presence, and zero awareness.

The
Solution

/ PR

/ Social Media

/ Content

/ Creative & Brand

We activated a four-stage launch plan; beginning with a brand and creative workshop where we defined the look, feel and TOV.

We supercharged Route YC’s stories through a hard-working press office, where a consistent stream of stories would entice people to book, visit and do.

On social, we worked with outdoors/active influencers to show the best of the 100m route.

Press trips formed a huge part of the strategy, allowing top tier media to take on the route themselves.