SCENES of York and its attractions will be beamed across the small screen in a bid to promote the city as a staycation destination.

Visit York, the leisure tourism brand of Make It York, is launching a new summer marketing campaign, #LoveYork, to support tourism, leisure and hospitality businesses in their recovery.

It aims to inspire people to choose York for their summer holiday and spend more in the city.

The campaign which is costing £61,000 will include an eight-week TV campaign which will go live on Channel 4 from Monday, May 17, when more restrictions lift.

As previously reported, City of York Council agreed to transfer the remaining £64,000 of the Covid tourism marketing budget to Make It York to support the Visit York / Tourism Advisory Board 2021 leisure marketing campaign.

Fund allocations include £3,000 on fresh online content; £50,000 for TV airtime + VOD; £2,500 on social media advertising £2,500; £1,000 on group travel marketing; £1,000 on campaign photography; £3,000 on regional media, and £450 spent with local media.

York production company Hewitt & Walker developed the 30-second advert which focuses on welcoming people safely back to the city, targeting the North, Midlands and London.

The campaign also includes social media activity, website content and 50,000 printed copies of a summer guide distributed around Yorkshire and beyond.

#LoveYork, created with the council, is part of the city-wide tourism recovery marketing strategy, drawing on feedback from the tourism advisory board.

The work businesses have been doing to ensure visitors and residents can return safely will feature prominently.

Advertising in trade publications will also be part of the activity, as well as new website content and updated photography.

Ashley Young, at Make It York said: “We are very excited to launch our new marketing campaign just as the city’s tourism and hospitality businesses are starting to be able to reopen once again.

"It’s been an incredibly challenging year, particularly for businesses in these sectors and the activity we have planned in really focuses on celebrating the unique offer we have in the city as well as welcoming back visitors.”

Cllr Darryl Smalley, executive member for culture, leisure & communities, said: “We’ve made great strides over the past few months to move our city towards recovery.

"People across our communities have worked hard to ensure that York offers a safe and welcoming environment for both residents and visitors.

"It is of the upmost importance that we protect the progress we’ve made together. Local businesses and organisations have gone to great efforts to ensure people can move about our city as freely as possible, and it is up to all of us to respect the rules and keep each other safe.

"We must, come rain or shine, continue to practise social distancing, as well as hands, face, space."