Leeds-based PR, social media and brand communications agency Aberfield Communications has been appointed by the city’s official Destination Management Organisation (DMO) to support with creating a suite of content to be used across the Visit Leeds digital channels.
Aberfield will work as an extension of the Visit Leeds team, creating engaging and dynamic content aimed at elevating Leeds’ profile as a top visitor destination and inspiring both new and returning visitors.
It will produce a variety of digital content, including blogs, social assets and reels, centred on key themes which highlight Leeds’ vibrant music and events scene, museums and galleries, sport affiliations, and more.
Projects already delivered include creating Visit Leeds’ ‘Ultimate Guide to Christmas 2024’, alongside tailored Christmas itineraries for target audiences. Aberfield has also generated blogs, graphics and a reel in collaboration with Leeds Rhinos and England International players Amy Hardcastle and Caitlin Beevers (pictured), which promoted the recent international rugby league double header at AMT Headingley Stadium.
The agency brings extensive experience in crafting audience-focused, impactful campaigns within travel, tourism, and destination marketing. Aberfield has previously delivered award-winning campaigns for Wakefield Council’s tourism arm, Experience Wakefield, and has collaborated with leading organisations in the sector, including Castle Howard, QHotels, and Newmarket Racecourse.
Belinda Eldridge, head of destination marketing and international relations at Leeds City Council, said: “We have appointed Aberfield to support our DMO, showcasing all that Leeds has to offer. From a buzzing city centre with an unrivalled food and drink scene to outstanding natural countryside and remarkable historic houses, Leeds hosts some exceptional visitor experiences, all delivered with a warm and welcoming touch.
“The team’s passion for audience-driven content and proven expertise in tourism communications make them the ideal partners as we continue to promote Leeds as an outstanding city-break destination.”
Rebecca Goldsworthy, senior consultant at Aberfield, added: “At Aberfield, we’re passionate about championing our home city of Leeds, so we’re thrilled to be supporting Visit Leeds with content delivery. We’ve already dived into some exciting projects that are generating great engagement, and we’re eager to keep blending our love for the city, audience insight, creativity, and industry expertise to produce content that encourages more people to visit, as well as discover the attractions right on their doorstep.”
