Welcome to Yorkshire is entering the second year of its three-year marketing plan, and said its business strategy for the next three years would be to continue using the ‘umbrella brand’ strategy for the region’s individual tourism authorities.
"In phase one, the four conference desks worked well independently. They will retain their individual identities but under the Welcome to Yorkshire banner," said Welcome to Yorkshire head of business tourism Peter Myers.
The bureau, which has previously relied on RDA funding, will now rely on funding from public sector investment, membership, sponsorship of the Welcome to Yorkshire brand and local authorities.
Sheffield to double budget
Sheffield Convention Bureau, which recently rebranded from Yorkshire South Tourism, said its spend promotional budget was likely to double this year.
"We are looking after the same area but are pushing to assert the city brand," said business tourism manager Emma France. "We are focusing on the urban areas as part of the rebrand."
The increase in spend, which is funded by local authorities and the private sector, has been helped by the rebrand, France said.
"We are working with big businesses like global manufacturers, working closely with them to help get their brand out as part of the city brand," she said. "Focusing on the city helps us to work with major brands in the city and increase private sector funding. Anyone who wants to survive has to work more closely with the private sector."