Kate McMullen, head of consumer products and marketing at Make It York – the city’s destination marketing organization – said: ‘After the Boxing Day floods, it is now more vital than ever that our marketing reaches audiences worldwide. There truly are more reasons to visit York and Yorkshire than ever before, and we’ll make sure the city is put firmly on the must-visit list this year for new and repeat customers both at home and abroad.’
Marketing initiatives include a focus on social media for York across Twitter and Facebook; adding Instagram @visityork as a visual marketing tool; a blogger campaign to increase online content for York; increased international marketing targeting the US, Germany, the Netherlands, Australia, and China; and a UK marketing campaign.
There are also plans for a smartphone app to guide visitors to attractions based on real-time information.
Highlights for this year include the homecoming of the Flying Scotsman at the National Railway Museum; the re-opening of York Theatre Royal; the newly-opened Living Heritage Centre at the Bar Convent; and the return of York Mystery Plays to York Minster in May.
Michelle Brown, marketing manager at Make It York, said: ‘We’re working full steam ahead to target the travel trade, tour operators, conference organizers, and consumers to shout loud and proud about York. From award-winning attractions to our year-round festival programme, our success depends on surpassing expectations.’
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