THE new chief executive of the Yorkshire Air Ambulance has been named as fundraising supremo, Martin Eede.

Mr Eede, 56, has worked with a number of charities, including the National Schizophrenia Fellowship, now called Rethink. Its turnover increased from £1m to £10m during the four years he was chief executive.

He has already unveiled a series of initiatives to generate the £1.4m a year needed to help keep the helicopter airborne.

These include launching a Friends of Yorkshire Air Ambulance group to give supporters a greater involvement in the charity and running a legacy campaign to encourage people to donate in wills.

Mr Eede, who is moving from Kent to Harrogate with his wife Denise, has also appealed to the people of Yorkshire for their continued support.

"We need to increase our operational capacity and want to offer coverage from 6am until later at night, as opposed to during day-light hours only, but this costs money," he said.

"The response from staff, trustees, and most of all, the people of Yorkshire, means that not only do we have to secure the increased capacity, but with their support, I believe we will."