Welcome to Yorkshire TV campaign heralds private sector drive
A TV campaign has been launched by Welcome to Yorkshire which aims at persuading visitors to holiday in the region.
Created by The Raft, the campaign went to air yesterday following an announcement by chief executive of Welcome to Yorkshire Gary Verity, who outlined his plans to move away from the organisation’s current public sector supported strategy, to a private sector funded model at the Y11 conference yesterday.
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 campaign introduces the strapline ‘So much, so near, so different. Have a brilliant Yorkshire’ which will also run across TV promotions, press advertising and outdoor marketing at prime sites.
While speaking at the Y11 tourism conference yesterday, Verity called on private sector organisations to help fund Welcome to Yorkshire, having received £10 million of investment from Yorkshire Forward for the next 12 months.
Verity added that the organisation would need to move away from relying on public sector funding, and outlined a three-year plan to achieve this, beginning next April as it aims to double its members to 6,000.
He explained that he hoped that by selling marketing and PR services to Yorkshire leisure and tourism businesses, while also ‘maximising campaign revenue’, the organisation could achieve this.
A new Yorkshire Coast campaign will also roll out soon, aiming to raise the profile of the Yorkshire Coast ahead of the summer.