Council partners with Leeds Bradford Airport to boost international presence

23 Aug 2013 @ 5.40 pm
| News

Issued by City of York Council

Cabinet Members will consider proposals to boost promotion of the City of York to international markets through a partnership with Leeds Bradford Airport, at a meeting on 3 September.

The report proposes promotional activity to be undertaken at the Leeds Bradford International Airport (LBIA) as part of the city’s wider efforts to raise its profile to international markets, increase trade links for York businesses, attract inward investment and increase visitor numbers.

Should it be approved, the proposed campaign and an initial first year contract with the LBIA would see approximately £85K of funding being allocated from the council’s Economic Infrastructure Fund, for the development and delivery of a campaign to promote York as a destination to visit, do business, live and study.

The council will then seek contributors from partner organisations across the city for future years should, following a review of the outputs of the campaign, it be deemed a success.

Cllr James Alexander, leader of City of York Council said: “As part of the York Economic Strategy 2011-15, the city agreed ambitious economic growth targets of becoming a top five UK city and top ten European city by 2015.

“To achieve this we need to be operating on an international platform, building on existing links and tapping into new and emerging markets.

“Making use of this opportunity with Leeds Bradford Airport, as a major regional hub, to reach these markets makes commercial sense.

“This campaign would put York in front of passengers on over 450 flights per week, to a market of 2.7 million passengers a year, from a total of 75 destinations, including cities in over 25 international countries.”

Gillian Cruddas MBE, Chief Executive of Visit York, said: “This is extremely good news and will boost York’s profile in our key European markets, in particular targeting visitors from important inbound routes such as Rome, Amsterdam, Paris and Dusseldorf.

“This new partnership will put York front of mind for both business and leisure visitors arriving into our regional airport.”

Lionel A Chatard, Chair of York Hotelier’s Association and Director and General Manager of Middlethorpe Hall, said: “I’m delighted that the council’s is considering plans to build a partnership with the airport to support York’s international profile, reach new markets and attract more visitors to our beautiful city.”

The initial target audience for the campaign would be inbound passengers – both leisure and business – with initial target airlines British Airways, Monarch and Ryanair.

The city’s support of the Airport’s recent redevelopment and its work with the airport on its internationalisation strategy, has provided the opportunity for the council to negotiate a promotional package for the city in key spaces around the terminal, arrivals and departures halls and lounges in the LBIA.

The proposals would be the first step in exploring further potential packages of activity with LBIA including editorial content for in-flight magazines, in-flight videos and closer working between Visit York and online ticket booking operators to link in offers for visitors to York.

The council is also working to improve access from York to the Airport, in association with private sector partners.


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