Yorkshire tourism body prepares for agency hire

Yorkshire Tourist Board is planning to appoint a PR agency to promote the region across the UK.

PR spend will make up five to ten per cent of a £2m investment, with the bulk of the budget being ploughed into advertising.The review is overseen by Yorkshire Tourist Board director of marketing Joanna Royle.

The Yorkshire Tourist Board represents and promotes bodies across the county and northern Lincolnshire.

The push is the latest element of its Make Yorkshire Yours campaign, now in its second year. The last leg of the campaign ran from January 2005 to March 2006 and cost £2.8m, including TV, online and press ads, competitions and direct marketing. PR was handled in-house.

During that time, there was a 17 per cent rise in first-time visitors to Yorkshire.

Yorkshire Tourist Board has worked with Leeds outfit Brahm on past projects, but now wants to bring in a retained PR agency.

The new campaign will launch in January 2007, targeting potential visitors for next summer. The deadline for submissions of interest is Monday, 23 October.

Tourism is estimated to provide around 165,000 jobs in the county. Earlier this year, Yorkshire Tourist Board said it hoped to increase tourism's contribution to the economy from £4.1bn to £5.9bn by 2010.

Leisure complex Xscape at Castleford, near Leeds, is among the UK's top paid-for tourist destinations, with 3.25 million visitors a year.

For more information visit www.infobrokers.co.uk

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