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Yorkshire Heads To Spain!
Story published: Thursday, 22 January 2009
Yorkshire is aiming to take centre stage on a global platform as Welcome to Yorkshire joins its partners VisitBritain and Jet2.com for the internationally acclaimed tourism trade fair Fitur in Madrid, Spain. Taking place between 28th January and 1st February, Fitur attracts tourism professionals such as tour operators, travel agencies and travel writers from across the globe and is also open to the general public for two days making this a fantastic showcase for Yorkshire.
The tourism team are eager to build on the success of the current Welcome to Yorkshire Spanish campaign Are You Ready to Sin Again? which carries forward the themes of pure indulgence from earlier promotions in 2006 and 2007. The Spanish market is growing in importance to Yorkshire - in 2007 there were 97,000 visits to Yorkshire from Spain and they were worth £18m.
Gary Verity, Welcome to Yorkshire Chief Executive, says:
“The Yorkshire team are anticipating a great deal of attention and the opportunity to make further contacts during the event as a result of this dynamic and extremely vibrant campaign which has created awareness and much interest in Spain.”
Condor Vacaciones, a leading tour operator in the Spanish market, is impressed with what Yorkshire has to offer visitors and has included the region in the company’s England circuit this year. Mr Santiago Ramos, who is responsible for the UK offer at Condor Vacaciones, says:
“We decided to include Yorkshire in our circuit because we wanted to offer a purely English itinerary. This region is a must and adds freshness to the travel experience”.
The new campaign focuses on the travel hubs of Madrid and Barcelona, developing the awareness of Yorkshire that has been generated to date, and further promoting the region as a short break destination.
Are You Ready to Sin Again? is a multi-faceted campaign that positions Yorkshire as a “must see” destination, showcasing Yorkshire’s friendly people, unique and dramatic landscapes, history and culture through the seven deadly sins concept - an engaging and creative mechanism to captivate Spanish consumers.
Spanish audiences will have heard the Are You Ready to Sin Again? promotion on the leading
Cadena Ser Barcelona Radio’s weekend magazine programme of the same name and on
M80 Formula Radio in Barcelona. The radio campaign has been successfully driving listeners to the website
www.dispuestoapecar.es (which cheekily translates as ‘readytosin.com’!).
Early in the New Year a series of outdoor promotions take place which feature colourful attention grabbing Yorkshire branded buses travelling through the streets of Barcelona. Carrying through the main themes of the campaign the buses are expected to have high impact on those audiences* being targeted by Welcome to Yorkshire.
Mr Verity adds:
“By taking the Yorkshire brand to this international platform we not only reach those audiences within Spain we also have the opportunity to sell Yorkshire further afield. In excess of 250,000 participants attended Fitur in 2008 including tourism professionals and journalists from as far afield as the Americas and Asia-Pacific. We are looking forward to seizing this fantastic opportunity and playing our part in making Fitur 2009 an even greater success.”
Editors’ Notes:
- The Yorkshire team will be located at Fitur 2009:
Turismo Britanico - VisitBritain Stand 10B 12, Pabellón 10 for the duration of the event.
2. The ‘Are You Ready to Sin Again?’ concept uses the seven deadly sins of greed, gluttony, lust, sloth, envy, wrath and pride to take a light hearted look at the pleasures of Yorkshire.
3. Welcome to Yorkshire is the official tourism agency for Yorkshire and the Humber region. It exists to represent and help generate sustainable business for the region's tourism industry, an industry responsible for over 243,500 jobs and worth in excess of £6.1bn to the region annually.
- Welcome to Yorkshire is supported by Yorkshire Forward, the Regional Development Agency charged with improving the Yorkshire and Humber economy.
For further information, please call Beverley Richmond, Welcome to Yorkshire Press Officer.