Cities around Britain will be competing for visitors this Summer and throughout 2014 and beyond. And as the trend for holidays at home continues in popularity (around 45 million domestic holiday trips were made in 2013) the phrase so often quoted in tourism brochures, ‘something for everyone’, is becoming so common place that it’s almost meaningless.
So Visit York, the tourism agency for the city, has launched an ambitious public relations campaign to demonstrate why York should be top of the list when choosing your next city break. By offering 18 new themed ideas to appeal to different audiences; from green-fingered garden lovers to chocoholics, sport fans to technofiles, cycling enthusiasts to die-hard romantics and everyone in-between, Visit York will send the ‘something for everyone’ phrase well and truly packing.
This brand new PR campaign identifies what motivates visitors in their choice of a short break or city getaway, and then matches up a host of things to see, do and experience with those specific interests at the heart. Targeting specialist media outlets York’s new tourism drive will offer ideas, for example, for couples with a new baby looking for somewhere special to stay, for green-fingered garden fans, for bookworms and for value conscientious families. And for technology fans there’s a host of new ways to explore the city using apps and iPads.
This new campaign is part of Visit York’s new marketing drive sponsored by East Coast Trains in partnership with VisitEngland to entice more first time visitors to the city.
Kate McMullen, Head of Visit York said, ‘In this campaign we’ll put our visitors well and truly first, with 18 brand new ideas to appeal to a range of audiences. We’ll also be encouraging a fresh look at York and focussing on things that are off the beaten tourism track – from holographic tours to appeal to those who want to road-test their new iPad, to experiencing subterranean York, with a host of attractions and dining experiences hidden below the city’s streets.’
The campaign is designed to not only encourage visitors to try York for the very first time, but also to show how you can make many visits to the city, with a different theme for each and every trip. Kate continued: ‘If you thought you knew York, think again – our new ideas will even open the eyes of the most ardent York enthusiast! It will take years before you run out of things to see and do in York.’
For fresh ideas for your stay in York visit www.visityork.org/First
Kay Hyde, Head of Communications, Visit York. Tel: 01904 554451. Email:firstname.lastname@example.org
Katie Parsons, Senior Communications Executive, Visit York. Tel: 01904 554436. Email:email@example.com
Visit York’s 18 new ‘First time York’ themes – test yourself with these did you know facts:
York for two-wheeled explorers – did you know York is the safest place in the UK to cycle (according to research by the Cyclist Touring Club)
York for garden lovers – did you know that York is home to the beautiful endangered Tansy Beetle which only lives in a 30km stretch of the banks of the River Ouse
York for sports enthusiasts – did you know York’s multi-award winning racecourse is one of Europe’s premier tracks
York for couples with a new baby – did you know Bettys Café Tea Rooms are as famous for their quintessentially afternoon tea as they are for their baby-friendly welcome
York for history buffs – did you know The York Helmet, at the Yorkshire Museum, is the most outstanding object of the Anglo Saxon period to survive in Europe
York for technofiles - did you know that new world-first app tours take a visit to York to a new digital dimension
York for spiritual exploration and ecclesiastical architecture – did you know York Minster is the largest Gothic Cathedral in Northern Europe
York for lovers – did you know if you kiss under the Heart of Yorkshire window, you’ll stay together forever
York for family and wallet-friendly staycations – did you know York’s National Railway Museum is the largest railway museum in the world and is home to rail icons as varied as the Japanese bullet train and Thomas the Tank Engine – and it’s free!
York for music lovers – did you know York is home to the National Centre for Early Music and Britain’s premier annual festival of early music
Becoming a Yorkie – A hidden gem the locals love – did you know The Merchant Adventurers’ Hall has a coded letter from King Henry VIII about piracy in the North Sea that was only deciphered in the 1960s
York for culture vultures – did you know York’s internationally renowned Mystery Plays date back to 1376
York for food and drink – did you know York’s foodie street Fossgate was voted third best foodie street in the UK in the annual Google Street View Awards
York for shopaholics – did you know The Shambles is one of the best preserved medieval shopping streets in Europe
York for chocoholics – did you know York is Britain’s home of chocolate and the birthplace of Kit Kat, Smarties and Terry’s Chocolate Orange
York for ghost hunters – did you know York is officially Europe’s most haunted city
York for intrepid explorers – did you know York’s Cold War Bunker is one of English Heritage’s most modern and spine-chilling properties
York for bookworms – did you know Britain’s largest antiquarian book fair is held at York racecourse every September
Visit York is supported by the City of York Council and over 700 tourism businesses and works in partnership with VisitEngland.
Visit York’s aim is to market York as a must-see world-class destination to the leisure and business visitor, and ensure investment to develop the quality of tourism in York. Visit York is responsible for leisure and conference marketing, visitor services (running the city’s Visitor Information Centre), training and ensuring a quality visitor experience.
Visit York is the driving force of the city’s tourism industry. Key facts:
million visitors annually, £606 million total visitor spend, supporting 20,000 jobs
• VisitEngland is the country’s national tourist board. They work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors
• Their work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on www.visitengland.org/insight-statistics
• For corporate information see www.visitengland.org and for consumer information see www.visitengland.com
For all press and media enquiries, please contact our Communications Team:
Kay Hyde - Head of PR & Corporate Communications
Telephone : 01904 554451 | Email : firstname.lastname@example.org
Katie Parsons - Senior Communications Executive
Telephone : 01904 554436 | Email : email@example.com
NOTE: If you are a visitor or have a general enquiry, please email firstname.lastname@example.org or call 01904 550099.