Regional development agency Yorkshire Forward (YF) has appointed two agencies to develop its brand and create an advertising campaign.
Senior King has been commissioned to work on a &£2m Yorkshire marketing campaign and Poulter Partners has been appointed to develop the YF brand.
YF is a Government-appointed organisation, set up in April 1999 to promote the economic regeneration of the Yorkshire and Humber region by encouraging business investment. The new campaign, developed with the Yorkshire Tourist Board, is designed to bring visitors back to Yorkshire following the impact of foot-and-mouth disease. The aim is to position Yorkshire as the UK’s biggest destination for short breaks and day trips.
The tourism initiative carries the message “Britain’s Biggest Break” and will see the county promoted with national television advertising for the first time. The TV campaign breaks early next year, and will feature high-profile Yorkshire celebrities praising tourist attractions such as Castle Howard.
Other media to be deployed include press advertising, the Internet, direct mail and PR. Activity begins this week with a promotional tour, giving away Yorkshire Tea and biscuits at key railway stations in the South-east. Other promotions include “two for one” offers taking in more than 60 venues. Media buying is being carried out by Media Options, Senior King’s media arm.
Poulter Partners won the account to develop YF’s brand after a five-way pitch against four undisclosed agencies. The agency has previously worked for YF on regional branding but now has the brief to create and promote YF’s new corporate image.