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Yorkshire beauty spots go on display at Heathrow
12:03am Monday 16th June 2014 in News
ON A HIGH: An advert featuring the Buttertubs Pass, near Hawes, which is being displayed at Heathrow
YORKSHIRE'S scenic sights are being highlighted at Britain's biggest airport ahead of the Tour de France.
Striking images of the Buttertubs Pass, in the Yorkshire Dales, and Sutton Bank, in the North York Moors, are splashed across adverts greeting passengers from around the world.
The images will be live on 134 digital screens in all terminals at Heathrow Airport.
Brodsworth Hall and Gardens, in South Yorkshire, and Leeds Victoria Arcade will also feature.
The adverts promoting Yorkshire have been placed by national tourism agency VisitBritain to encourage tourists to visit Yorkshire before, during and after it hosts the Tour de France Grand Départ on July 5 and 6.
Joss Croft, marketing director of VisitBritain, said this was Yorkshire’s time to shine.
She said: "We want to enhance the tourism opportunities surrounding the Grand Depart and inspire our international visitors to explore Britain as they pass through Heathrow airport.
“Our partnership with Heathrow will continue our promotional activity to ensure that the economic growth from tourism and the jobs that the industry delivers are spread right across the country.”
Colin Matthews, Heathrow chief executive, said: “About 13 million passengers a year already use Heathrow as their gateway to Britain’s regions and have the option to fly directly to Leeds Bradford Airport from Heathrow.
"This partnership with VisitBritain is designed to inspire passengers to explore further afield in the UK during their visit – or on future trips."
The adverts were welcomed by Gary Verity, chief executive of tourism agency Welcome to Yorkshire, who said: “Bringing the world’s largest free sporting event to Yorkshire has already had a huge impact on the county – quite simply, our profile has never been higher.
“The tour is estimated to inject £100m into Yorkshire’s economy. Its value for the county and its businesses is immense."
The ads make up the second round of a 12-month advertising programme worth £1m gifted by Heathrow to help VisitBritain promote Britain’s nations and regions to international visitors.
Flood-hit areas of Devon, Cornwall, Llanddwyn Island and Glastonbury have already been featured.
Figures show Yorkshire welcomed 1.2 million visitors from overseas last year – an increase of 11.7 per cent on the previous year.
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