New campaign to boost Yorkshire

SCARBOROUGH is to play a key role in a new television campaign aimed at attracting more visitors to Yorkshire.

The TV and marketing campaign was announced yesterday at the UK’s largest tourism conference – Y 11 – in Leeds.

More than 1,000 people attended the Welcome to Yorkshire tourism event at the Grand Theatre and Opera House to hear announcements for 2011/12 which aim to raise the county’s profile.

Gary Verity, Welcome to Yorkshire’s chief executive, revealed the agency’s ambitions for the coming year. He said: “Building on our previous award-winning campaigns, we’re broadcasting a brand new TV advertisement into homes across the UK with, ‘So much, so near, so different. Have a brilliant Yorkshire’ as our new slogan and if you miss that you’ll certainly not miss our sponsorship deals which will accompany a number of prime-time TV programmes.

“The TV promotions aim to target the family market because we know that once people visit Yorkshire, they fall in love with our marvellous county and become repeat visitors in the long term.”

Welcome to Yorkshire is sponsoring the TV drama filmed in Scarborough, The Royal, while guests at the event got to see clips from the new hit fly-on-the-wall documentary series The Dales, which is presented by Yorkshire-born actor Adrian Edmonson.

Scarborough Olympic boxing hopeful Danny Price was invited on stage alongside fellow Yorkshire sporting stars Nicola Atherton and Hannah Cockroft, and Charles Allen CBE, chairman of the Nations and Regions Group, to encourage businesses to make the most of the opportunities in the run-up to the London 2012 Games.

A host of new campaigns and initiatives were also unveiled at the conference, such as the Arts of Yorkshire as well as a new Yorkshire Coast campaign which will highlight Scarborough and other seaside resorts, bringing together the best in accommodation, beaches and cliff walks.

More than 1,000 festivals and events in the region will be celebrated as part of Yorkshire’s Great Party in the countdown to next year’s Olympics.

Mr Verity said: “The previous year’s campaigns and partnerships have resulted in a raft of amazing successes. By bringing people together we are seeing more visitors and further growth to our economy and now is the time to build on this for the future of Yorkshire’s tourism industry. We now have a three-year plan and I can guarantee you this; Yorkshire’s profile is going to be bigger and better than ever.”