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21/01/2013

New Tourism Campaign To Woo Romantic Brits

Romantic Brits are to be wooed by tourism organisation Visit York to book a stay in York as part of a new multi-channel marketing campaign in partnership with the national tourism body VisitEngland . The new campaign will position York as one of England’s most romantic heritage cities.

York, the birthplace of romantic poet WH Auden, is being showcased in a series of high profile national print, online and broadcast media outlets as part of the campaign throughout January . This new marketing activity is set to encourage romantics from London to Edinburgh, Birmingham to Plymouth to book their next break in York.

Press advertising for York will feature in The Guardian, including a full cover wrap of the weekend Travel section and digitial advertising on www.guardian.co.uk, as well as further digital advertising on the Mail Online. York’s romantic offerings have also been broadcast across the UK through network radio station Classic FM, each afternoon on the Jamie Crick Show.

York’s romantic appeal will also be promoted through a substantial programme of digital and social media activity, including Facebook competitions, video content and dedicated ‘Romantic York’ pages on visitengland.comwww.visitengland.com/moreromantic

Michelle Brown, Marketing Manager at Visit York, said ‘We’re thrilled to be working in partnership with VisitEngland to highlight York as one of the top locations to book a romantic break. York is a city full of romance, with beautiful locations and architecture as well as an award-winning gastro scene and a wide range of independent retailers – the perfect choice for all romantics.’

James Berresford, VisitEngland’s Chief Executive, said ‘ This exciting campaign is the first of several launching this year with the aim of growing tourism in England. Starting in time for the run up to Valentine’s Day and Easter, the campaign promotes some of England’s most beautiful historic destinations. This is a great example of the industry working in partnership to stimulate tourism and grow jobs throughout the country.’

This new marketing initiative is being delivered using the first installment of funding from the government’s Regional Growth Fund (RGF), as part of the ‘Growing Tourism Locally’ investment project, led by the national tourist board VisitEngland and supported by East Coast Trains. Visit York was recently awarded £666,666 to produce campaigns over the next three years to encourage more Britons to holiday in the city.

York is one of seven UK destinations taking part and will feature alongside Bath, Chester, London, Oxford, Salisbury and Stratford-upon-Avon. ENDS.


For more information contact:

Visit York
Kay Hyde – Head of PR and Corporate Communications – Visit York
Direct Line: 01904 554451
Mobile: 07961 828092
Email: kh@visityork.org

Katie Parsons – Senior Communications Executive – Visit York
Direct Line: 01904 554436
Email: kp@visityork.org

VisitEngland
Sarah Long, Head of Corporate Communications Tel: 020 7578 1452, Mob: 07500555651, Email: sarah.long@visitengland.org Website: www.visitengland.org


Notes to Editors:

Romantic York

A dozen things you didn’t know…

ailways are an important part of York’s heritage. The city boasts a beautiful, Victorian railway station – could there be a more slushy setting for farewells or reunions? York is also home to the world’s largest railway museum. Here you can marry on the platform, inside a historic carriage or alongside Queen Victoria’s carriage in the Royal Gallery!

O’ Tell Me The Truth About Love, wrote W.H. Auden in his famous poem of the same name. Auden was born in York on 21st February 1907.

M ajestic and imposing, York Minster is the largest gothic cathedral north of the alps – did any building in Britain ever inspire such feelings from the heart as this architectural masterpiece? The Duke of Kent married Miss Katherine Worsley here on June 1961. This was the first Royal wedding in York Minster since King Edward III married Philippa of Hainault there in 1328.

A lmost half of all wedding ceremonies that take place in York are for couples who do not live here. This could have something to do with the fact that York has previously appeared in The Independent Newspaper’s 50 best places in the world to be married.

N ovelists, past and present, have taken York and its evocative surroundings as inspiration for their work. Within a short drive of the city lie the romantic Yorkshire Moors where Emily Bronte penned her novel Wuthering Heights, the story of unrivalled love between Cathy and Heathcliff.

T wo Love Lanes can be found in York, double the quota in most cities. One is behind The Mount, the other alongside the Ouse in Fulford.

I dyllic gardens provide the perfect setting for your wedding pictures and can be found close to the city centre or at many of our approved venues. Take a walk around Museum Gardens near the Yorkshire Museum or visit Deans Park behind the Minster.

C ivil weddings and partnerships in York take place in arguably some of the most romantic venues in the country – medieval guild halls, unique attractions and stately homes. Nearly one thousand civil weddings take place in York every year.

Y um! York is the home of chocolate – how better to say ‘I love you’ than with a handmade box of chocolates?

O ne of the biggest collections of Valentine cards in the U.K. can be found in the York Castle Museum. A thousand or more messages of love are in the archives – including possibly the oldest printed Valentine’s card in the world. This was published on 12 January 1797 by John Fairburn of 146, Minories, London. It includes a verse printed around the edge:
‘Since on this ever Happy day,
All Nature’s full of Love and Play
Yet harmless still of my design
‘Tis but to be your Valentine’.
The card was sent by Catherine Mossday to Mr Brown of Dover Place, Kent Road, London.

R ide through the city in a romantic horse and carriage. Tours leave from near the Minster.

K iss your partner below the West Window of York Minster and you’ll remain together forever, according to local superstition. Look up at the window to see the heart-shape worked into the tracery, known as the "Heart of Yorkshire’.


About Visit York

• Visit York is supported by the City of York Council and over 700 tourism businesses and works in partnership with Visit England.
• 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:
7.1 million visitors, £443 million total visitor spend, 23, 000 jobs
• This new Romantic campaign is part of an exciting phase for Visit York as it embarks on a three year mission to raise awareness of the city as an ideal holiday and short stay destination. Visit York aims to boost the local economy by £22 million over the coming three years through a series of exciting new intiatives. The three year partnership with Visit England will also help create an estimated 391 new jobs in and around the city. To find out more about Visit York, go to: www.visityork.org

About VisitEngland

• VisitEngland is the country’s national tourist board. Visit England works 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

About the Regional Growth Fund

• The Regional Growth Fund (RGF) is a £2.6bn fund operating across England from 2011 to 2016. It supports projects and programmes that lever private sector investment to create economic growth and sustainable employment. The first three rounds allocated £2.4 billion which will generate over £13 billion of private sector investment and create or safeguard over 500,000 jobs. The fourth round of RGF will be open shortly.