Aberfield Communications and Alchemy Media have won a competitive pitch to deliver the winter visitor campaign for Leeds.

Magical Leeds is a 3-year strategy to raise the profile of the city and increase visitor numbers and overnight stays.

The agencies will work on national and regional campaigns, across advertising, PR and social media. Aberfield will be the lead, with Alchemy providing strategic media planning and buying.

“The campaign will be aimed at families and those with a disposable income within key catchment areas in the UK, and also target millennials, pre-family and empty nesters,” said Tim Downs, director at Aberfield.

The campaign is funded primarily through the Leeds Business Improvement District (BID) and supported by the council, VisitLeeds and Trinity Leeds.

Aberfield’s tourism experience and audience insight will be key to this campaign. They also bring a strategic and innovative approach which includes some big PR ideas to effectively target Leeds’ core audiences,” added Andrew Cooper, chief executive of the Leeds BID.

“The team at Alchemy have proposed some creative advertising solutions, which will bring this campaign to life and increase the reach and impact significantly. We’re really looking forward to working with them.”