Leeds injects a bit of magic with major winter tourism campaign

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by Stephen Chapman

A new marketing campaign has been unveiled today, to drive tourism to Leeds, over the Christmas period.

Magical Leeds has been led by Leeds Business Improvement District and Visit Leeds to “boost the city’s economic growth.”

It’s part of a 3-year strategy to raise the profile of the city, with the contract for the campaign awarded to Aberfield Communications and Alchemy Media in September.

“Leeds is a city with a significant visitor offering, and through our major investment in this campaign, we hope that we can align the city with other major European destinations over the winter season,” said Andrew Cooper, chief executive of the Leeds BID.

“Leeds is continually ranked as a top UK city for visitors, but it’s important that we don’t rest on our laurels. We need to look ahead to meet changing customer expectations and highlight the unique experiences on offer within the city.”

It will run until mid-February through print, digital, radio advertising, public relations, video and social media. The main focus will be on those living within a 1 or 2 hour drive from the city and along the East Coast Main Line - the aim being to encourage overnight stays and increase spend.