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Welcome to Yorkshire lays out plans

More campaigns and TV ads, but private sector will have to pay more

Written by . Published on April 18th 2011.


Welcome to Yorkshire lays out plans

INCREASED TV advertising and new campaigns around food and drink, royalty and weddings form part of Welcome To Yorkshire’s plans for 2011.

The tourism board held its annual conference at the Leeds Grand Theatre and Opera House last week, to let members in on their plans to promote the region.

“Make no mistake, it is now up to the private sector in Yorkshire to pay for the area’s tourism marketing.”

The agency’s chief executive, Gary Verity, said Welcome to Yorkshire was also looking to change the way it attracts funding following public sector budget cuts.

“We’re here to stay,” he said. “The promotion of Yorkshire has been highly successful and has given us a great foundation that we don’t want to waste.

“Our plan for the next three years is to go from being public sector-led to private-sector led. We need to sell the best of our services to our members and we are also looking at other alternative forms of funding.

“But make no mistake, it is now up to the private sector in Yorkshire to pay for the area’s tourism marketing.”

The agency will be running several new campaigns to try and attract visitors: Royal Yorkshire; Yorkshire Weddings; Outdoors; Yorkshire Battlefields; ‘Delicious’, a food and drink campaign; Film and TV trails; and a year-long party around the 2012 London Olympics.

Welcome To Yorkshire will be sponsoring three ITV1 shows – The Paul O’Grady Show; Do The Funniest Things and The Royal – to increase exposure, and has produced two new adverts with the strapline: ‘Have a brilliant Yorkshire.’

The agency has also sponsored the ticket barriers at London’s Kings Cross station and has taken out adverts at Manchester Airport.

Tom Riordan, chief executive of Leeds City Council said the lack of funding was a risk, but it was about how the region responded.

“As sectors need to work together,” he said. “The structure has changed from top down to bottom up funding, but those sectors that fragment and just try to protect themselves won’t get the output of an organisation that works together.

“It’s about looking for value. Frankenstein’s Wedding (a live theatre event that took place at Kirkstall Abbey and was screened on the BBC) cost thousands, not millions.”

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TariqueApril 21st 2011.

Smarter thinking, a 'can-do-not-can't-do' attitude and some risk taking are ingredients for some real positive change in our region .... let's not talk about it, let's do it!

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