Lucre to boost Yorkshire appeal

Travel specialist Lucre will provide PR support for a £1.6m consumer marketing campaign to raise the profile of Yorkshire as a must-visit destination.

The Leeds-based agency has been appointed by The Yorkshire Tourist Board to aid the ‘Make Yorkshire Yours’ campaign, after a competitive pitch. The campaign will focus on boosting awareness of Yorkshire’s unique qualities and diversity.

Lucre, which works on a payment-by-result basis, will raise awareness of the region through national and regional news campaigns, targeting visitors from South East England and the Midlands.

The four-strong account team will be led by account director Janine Clark.

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