Harrogate council to promote Christmas with social media influencers again

Harrogate Borough Council‘s tourism body, Destination Harrogate, will use social media influencers again this year to promote the town’s Christmas festivities.

Julia Lumley, place marketing manager at Destination Harrogate, gave a presentation to Harrogate BID members at the Yorkshire Hotel on Thursday. She described how the body will be trying to attract visitors to the town during November and December.

Initiatives include a dedicated Christmas website where businesses can upload events, a printed guide, online campaigns, videos and photography, as well as competitions.

Ms Lumley also confirmed Destination Harrogate will be paying influencers to visit the town throughout the Christmas period.

The aim is for influencers to help reach audiences in a way that is more organic and personal than traditional advertising campaigns.

Last year, the Stray Ferret revealed Destination Harrogate paid influencer Heather Cowper £700 to make several posts about Christmas in Harrogate.

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But her posts performed poorly, raising questions over whether the fee represented value for money. A Liberal Democrat councillor branded the spend a “waste of money”.

However, the criticism hasn’t put Destination Harrogate off using influencers again.

On Friday, it Tweeted that it recently used vlogger Amy Berry to promote the town. She has 135,000 followers on Instagram.

Ms Berry’s video about a trip to Harrogate has proved to be popular. It includes visits to the Turkish Baths and Rudding Park and has been liked over 1,200 times in 24 hours.

Although Destination Harrogate will return to using social media influencers over Christmas, another campaign from last year won’t be returning.

Following a question from a member of the audience at the BID meeting, Ms Lumley said the £5,000 snow globe at Kings Cross will not be used again.