The Yorkshire Tourist Board has appointed McCann Erickson Manchester to its three year campaign.
The ‘Welcome to Yorkshire’ campaign to attract more visitors to the region includes press, TV, cinema and online and will also run abroad in Italy, Spain, France, Germany and Holland, while other activity will be launched in US, Canada and Australia later in the year.
A new website - www.yorkshire.com – has also launched alongside a new TV advert which aims to encourage people to spend their weekends in the region.
The campaign will also sponsor ITV programmes Heartbeat and The Royal. Near the end of the year it will sponsor all of ITV3’s peaktime output.
Welcome to Yorkshire will also sponsor a yacht in the round-the-world clipper race, and will launch campaigns in every port where their boat downs anchor.
It is understood that the agency's which pitched were told that the value of the account would be around £3million a year over three years.