Visit Leeds has appointed Anita Morris Associates on a long-term PR contract after a competitive tender.
The destination management organisation has awarded the Ilkley agency a 4-year contract.
It will work on online and media content and deliver PR campaigns to promote the city as a place for both business and leisure tourism.
“We want Leeds to be known as a world-class, modern, and historic European destination with a reputation for its impressive cultural scene set against the backdrop of rich heritage and outstanding architecture,” explained Said Belinda Eldridge, Head of Destination Marketing for VisitLeeds.
“Leeds is a destination that hosts top class events all year round making the most of the city’s beautiful urban spaces and wealth of attractions. Our visitor research has shown that one night or even a weekend simply isn’t enough time to experience what Leeds has to offer and that’s what we want to shout about.
“Grass roots organisations through to the internationally renowned Opera North and Northern Ballet all call Leeds their home, and they all play their part in placing our city on the UK map as a cultural destination. We now want to build on that brilliant cultural infrastructure and ensure Leeds is on everyone’s future “must visit” list, both across the UK and internationally.”
AMA has previously worked on LEEDS2023, Bradford 2025 and Visit Calderdale.
“We are delighted to be supporting Visit Leeds and the team’s vision of how Leeds can compete as a world class destination,” said Anita Morris, Director and Founder of AMA.
“We’ve heard the words ‘hidden gem’ applied to Leeds too often and are looking forward to shouting about all that it has to offer today’s tourists. It’s surrounded by Yorkshire’s beautiful dales and moors and yet has a compact, modern city centre packed with cultural gems, world class theatres and a buzzing eclectic nightlife. Leeds is located right in the middle of the UK which gives the city many advantages from a tourism perspective: it’s the ideal gateway for travelling not just across Yorkshire and the North of England but across the country. The city isn’t just the best of both worlds, it’s the best of ALL worlds and this is an exciting time to be involved in such a far-reaching project.”
Activities will focus on what sets Leeds apart, including its cultural, music, sporting, and food & drink offerings.
Visit Leeds launched a new marketing campaign earlier this year, highlighting the number and diversity of events taking place in Leeds under the banner – ‘the city that loves to entertain’.
The PR campaign will develop this idea further for earned media. with the creation of new themes and curated content.
