York tourism campaign targets over 50s

First-time visitors from London, the South East and Scotland will also be the focus of the adverts using the slogan ‘When was the last time you had a first time?’ which are expected to reach around 8.5 million people.

Kate McMullen, head of tourism agency Visit York, said: ‘York has a loyal following. We know that when someone has visited once, they will come back again and again - 80 per cent of our visitors make at least one return trip.

“Now we want to target people who’ve never been to York before and tell them what they’re missing.

“York is packed full of must-see attractions, with year round festivals and a growing gastro scene, 2014 is going to be a wake-up call for anyone who hasn’t yet experienced our beautiful city.’

Potential visitors will be offered 50 reasons to head to York while previous visitors will be encouraged to offer tips via social media.

Sonja Crisp, York Council’s cabinet member for leisure, culture and tourism, said: ‘York is packed full of world-class attractions and a festival calendar like no other city.

“A visit to York truly will stay with you forever and this new campaign will encourage anyone who’s not yet been here, to put York on their ‘must visit’ list this year.”

Adverts on cinema and television screens will be supported by messages on stations along the East Coast Main Line.

The new campaign is the second to be funded by the Government’s Regional Growth Fund.

The first, known as ‘York Wrapped Up’ is thought to have generated more than £7m for the city’s economy and created 136 jobs.