THE new organisation set up to promote York in a bid to attract investment and grow the city's economy was officially launched yesterday.

More than 300 delegates from businesses and the city's cultural community gathered at the Park Inn Hotel to hear the plans for Make It York.

The organisation legally came into force as a limited company on April 1 after City of York Council decided to replace a number of departments with a single company to market and attract investment across all sectors of business in the city.

Taking over the remit for Visit York, Science City York, the York Economic Partnership, and the authority’s economic development team, Make It York is tasked with delivering greater investment in the city, increasing the value of the visitor economy, and promoting the York’s cultural and events programme.

Steve Brown, managing director of Make It York, said: "The best interests of York will always be at the heart of what we do.

"Ultimately our aim is to enable our city and its surroundings to develop as a world-class vibrant and attractive destination to live, visit, study and do business."

The launch event yesterday saw a number of new initiatives announced by Mr Brown as he outlined how Make It York will deliver on its objectives.

One of the first jobs was listed by Mr Brown as being updating and refreshing York's "sales story" bringing the pitch up to date for businesses looking to locate or relocate to the city, and repeat the success of attracting Hiscox to the city.

Business in biosciences, creative and IT/digital sectors will be promoted through new marketing activity by Science City York, which will retain its brand after falling under the Make it York umbrella.

Also retaining its branding is Visit York, which will internationally promote York's gastro scene through a new "Taste York" campaign, as well as working to make York the most "China friendly" city in the UK after bidding for £100,000 of funding.

Jane Lady Gibson, chairwoman of Make It York said: "York has many challenges and no single organisation can solve all of a city’s issues.

"However, we hope the ideas and initiatives being revealed today demonstrate our ambition for York and that by working collaboratively with businesses and communities across the city and beyond, our aim is to maximise York’s potential to the full."