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Plans for £85,000 campaign to promote York at region's airport
BANNERS promoting York could be awaiting millions of passengers arriving at Leeds Bradford International Airport as part of an £85,000 campaign to drive business to the city.
In its bid to become a top 5 UK city and top 10 European city by 2015, City of York Council has revealed a new advertising scheme.
Councillors are being asked to approve the spend of £10,000 for the development of the campaign followed by £75,000 for the roll out.
The council will provide funding for the first year from the Economic Infrastructure Fund, with the hope that partner organisations will stump up the £75,000 annual running cost for a further three years.
Aiming to attract business visitors, leisure visitors, inward investors and students, the authority is seeking to agree a package with the airport for advertising space in International Arrivals, baggage and on 100 luggage trolleys.
The council says it also is working to improve access to the airport and is exploring the possibility of a bus link.
In a report to be discussed at cabinet on September 3, the council’s head of economic development Katie Stewart said: “In the interest of facilitating greater international market connectivity and awareness of the York offer, our economic development and transport teams are working with the airport on the development of its strategic masterplan for the future, and are seeking to make maximum use of the airport as a regional hub for international connectivity; facilitating greater trade between York and international markets, and encouraging greater interest in the York offer for visitors, business, residents and students.”
The initial target audience for the campaign would be inbound passengers – both leisure and business – with initial target airlines British Airways, Monarch and Ryanair.
Council leader James Alexander said: “As part of the York Economic Strategy 2011-15, the city agreed ambitious economic growth targets of becoming a top 5 UK city and top 10 European city by 2015.
“To achieve this we need to be operating on an international platform, building on existing links and tapping into new and emerging markets.
"Making use of this opportunity with Leeds Bradford Airport, as a major regional hub, to reach these markets makes commercial sense.
"This campaign would put York in front of passengers on over 450 flights per week, to a market of 2.7 million passengers a year, from a total of 75 destinations, including cities in over 25 international countries.”
The proposals would be the first step in exploring further potential packages of activity with LBIA including editorial content for in-flight magazines, in-flight videos and closer working between Visit York and online ticket booking operators to link in offers for visitors to York.
Gillian Cruddas, chief executive of Visit York, said: “This is extremely good news and will boost York’s profile in our key European markets, in particular targeting visitors from important inbound routes such as Rome, Amsterdam, Paris and Dusseldorf.
"This new partnership will put York front of mind for both business and leisure visitors arriving into our regional airport.”
Lionel Chatard, chairman of York Hotelier’s Association and director and general manager of Middlethorpe Hall, added: “I’m delighted that the council is considering plans to build a partnership with the airport to support York’s international profile, reach new markets and attract more visitors to our beautiful city.”
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