Visit York hasbrought in Leeds-based agency Brahm PR, which launched the four-month project by beaming an image of the EU flag on to York Minster.
York does not yet feature among the top five cities visited by the 3.3 million Germans, 1.1 million Belgians and 1.7 million Dutch tourists who visit the UK each year. The campaign has been funded by Yorkshire Forward, the region's development agency.
Brahm was hired after a three-way pitch, winning the account for the third successive year.
York beat cities such as Valencia in Spain and Gothenburg in Sweden to win the European Tourism City of the Year accolade, which it will hold until 2009. The award was made by European Cities Marketing, a consortium of tourism experts on the Continent.
Brahm plans to produce a commemorative beer and organise a teaser mailer to promote York.