Yorkshire launches 'sinful' marketing campaign

The Yorkshire Tourist Board has launched a marketing campaign based on the theme of the seven deadly sins.

The county of Yorkshire is to market itself as a 'sinful' destination in order to attract more visitors from Spain.

A marketing campaign is being launched in the Iberian country in order to remedy the fact that fewer visitors come to Yorkshire from Spain than any other European nation.

The initiative will see cultural hotspots Saltaire and Haworth playfully promoted as 'lustful' destinations, while York, with its turbulent Viking heritage, will represent the sin of wrath, the Yorkshire Post reports.

Joanna Royle, marketing director for the northern county's tourist board said that the "complexity and sophistication" of the Spanish holiday market necessitated an innovative marketing campaign.

She added: "The latest International Passenger Survey figures show that during the five-year period 2000 to 2005, Spanish visits to the UK grew by 100 per cent and with the opening of new routes from mainland Spain scheduled for the coming year it looks set to grow further.

"To ensure Yorkshire achieves its slice of the market, the 'Seven Deadly Sins' campaign showcases the brand values that set Yorkshire apart from the rest of England."

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Yorkshire Launches 'sinful' Marketing Campaign