THOUSANDS of Londoners are to receive a postcard from York in a bid to lure them up north for the weekend.

Recent consultation showed that residents in the capital perceived York to be a staid and an unexciting destination.

But this quirky campaign by York Tourism Bureau aims to dispel that myth and encourage more domestic visitors to the city.

A total of 30,000 Londoners will each receive a special postcard invitation to visit York for their next short break.

The direct marketing campaign has been launched as part of the Tourism Bureau's new drive to increase its market share of domestic tourists at a time when American visitors are predicted to dramatically decrease.

The colourful postcards will reinforce York's new brand values encouraging tourists to enjoy the "vibrant, stylish and spirited" city of York.

Craig Wilson, marketing manager of York Tourism Bureau, said: "The postcard campaign has been designed to encourage Londoners and people living in the south east to head north.

"We know that once they get here they will be pleasantly surprised.

"Since the horrific events in America on September 11, Britain's short break tourism business has become fiercely competitive.

"Our latest campaign aims to position York as the number one preferred tourist destination in the United Kingdom."

The design and content of the postcard challenges those receiving it to take a romantic break, an action-packed trip of a break of sheer indulgence.

Updated: 11:20 Thursday, October 11, 2001