A BRAND new marketing campaign dubbing York the "original city adventure" is to launch.

The biggest domestic tourism campaign York and North Yorkshire has ever seen will launch within a week, it has been revealed.

Make it York has announced plans for the campaign go live on February 9 and run all the way through Easter, encouraging British families and couples to spend their holidays in the city.

The city will appear on adverts on the London Underground, in national newspaper adverts, and in a social media push, in the campaign aimed  at audiences in London and the South East, as well as key markets in Scotland and the North. 

It is backed by the government and national tourism body VisitEngland, and the chief executive Sally Balcombe said: "With half term and Easter on the horizon there is no better time to give the great British Public a reason to book a short break or holiday, especially to areas which have been affected by the adverse weather in December.

"This new marketing campaign aims to showcase the best to see and do in York and North Yorkshire, giving local businesses a boost now and for the months ahead."

York's highlights - like the return of the Flying Scotsman, the re-opening of York Theatre Royal and the Mystery Plays at York Minster in May - will all be part of the attractions publicised to bring visitors to the city.

York Press: The Flying Scotsman at NRM, York

The Flying Scotsman, due back in York later this month

The "big reveal" will take place on Monday, February 9 when the first posters are set to appear.

Kate McMullen, Head of Tourism, Make It York, added: "The look and feel of our new campaign has been developed to get across the fun and adventure you can have here. 

"Following the Boxing Day flooding our immediate priority is to boost short term bookings, however, we’re also planning for the whole year ahead and inviting visitors to create their very own adventure here."

The new £1 million DCMS-funded advertising will build on the Government’s £10 million programme to grow tourism in the North, a new £4 million Holidays at Home are GREAT Campaign, and advertising space worth £500,000 has also been made available at Heathrow to promote York and the North.

Virgin Trains East Coast have already announced a 30 percent discount on advance tickets to the city to help tourism businesses recovering from the floods. 

York Press:

Both City of York and North Yorkshire councils are backing the campaign.

North Yorkshire County Council's Chris Metcalfe said: "North Yorkshire offers so many great attractions for people coming to the York area.

"From the North York Moors National Park, familiar to millions as Heartbeat country on TV, to historic Whitby and Scarborough on our beautiful coastline, to grand architecture such as Castle Howard and Selby Abbey and fabulous food prepared using wonderful local produce by some of the best chefs in England.

"It makes complete sense for us to work in partnership, getting our message across that all of this is on York’s doorstep."

York based designers LazenbyBrown are working on the campaign, and Make it York's Marketing Manager Michelle Brown said the aim was to "make sure the city and North Yorkshire’s stunning landscapes are put firmly on the ‘must visit’ list this year."