Spotlight on York with Cultural Campaign - 28 November 2006

A campaign to reaffirm York's position as a centre for culture is being launched by York Area Tourism Partnership this week.

Working with Brahm PR, and supported by Yorkshire Forward, the partnership will implement a media campaign to highlight York's cultural offer and promote the city as an ideal destination for a cultural short break.

The campaign will highlight York's cultural activities, festivals and events for 2007 and beyond, including the vibrant York Live music festival and an event celebrating the work of lesbian artists including writing, music and film. Along with the Sightsonic international digital arts festival and a world-class Jazz weekend, York has much to offer the cultured traveler.

Part of the campaign will also highlight the Illuminating York programme, which is breathing new life into York's historic urban environment to improve the experience of York City Centre for both residents and visitors, especially in the evening. It will focus in particular on three Illuminating York installations happening in January:

· Recovered Light - by New York artist Paul Kaiser - an immense projection onto the scaffolding of the entire eastern façade of the York Minister which will bring to virtual life the world's largest medieval window - The Great East Window.

· LUX - a series of temporary artworks utilising multimedia and lighting by graduates and undergraduates of York St John's College.

· The Tree of Life - a unique Christmas tree designed for the first time by a local artist and inspired by nature and growth.

The campaign will use a creative teaser mailer to encourage national culture and feature writers to 'see York in a different light'. Journalists will be invited to visit the city to see first-hand how contemporary culture compliments the historic offering. A series of photocalls and announcements, along with a striking press pack, will help reaffirm York's place on the cultural map.

Gillian Cruddas, Chief Executive of Visit York, said: "We're very excited about the culture campaign which will remind potential visitors that this is a great place for a cultural short break. York has just been voted in the top 20 of cultural destinations in the UK*, and we aim to build on that and see it in the top 10 next year. York is being extremely innovative in its approach to improving the experience for visitors and residents alike, and other cities are taking inspiration from the visionary work that is taking place."

Ian Collins, Tourism Development Manager at Yorkshire Forward, adds: "We're delighted to be supporting this campaign. York's cultural programme, including arts, exhibitions and music, is a hugely important draw for visitors and will encourage people to come back again and again. The campaign will also help to attract longer staying, high spending visitors to Yorkshire and so maximise the economic benefits of culture and tourism to the Yorkshire and Humber region."

A full media pack on cultural York will be available from Monday 11th December

- Ends -

* According to the 2006 Arts & Business (A&B) Cultural Vitality Index.

For further information please contact Nina Hands (n.hands@brahm.com ) or Charlotte Hancock (c.hancock@brahm.com ) on 0113 2 200557.

Notes to Editors:

The York Area Tourism Partnership is the private-public partnership responsible for promoting and developing York as a visitor destination. The partners are Visit York, City of York Council, Yorkshire Forward, Yorkshire Tourist Board and the York Hospitality Association.

'Illuminating York' is part of a ten-year strategy by the York Area Tourism Partnership with investment from Yorkshire Forward to encourage greater use of the city in the evenings, to enhance the evening environment and to combat public fears of safety and security at night.