Visit Leeds has officially appointed Anita Morris Associates (AMA) following a rigorous competitive PR tender process.
This new appointment sees the Ilkley-based agency secure a four-year contract to promote Leeds as a premier destination for both business and leisure tourism.
Appointment Details
Visit Leeds has awarded a four-year contract to Anita Morris Associates, an Ilkley-based agency known for its work on various regional campaigns.
The contract includes the development of online and media content and the execution of PR campaigns aimed at showcasing Leeds as a top destination.
Vision for Leeds
Belinda Eldridge, Head of Destination Marketing for Visit Leeds, expressed a clear and ambitious vision for the city.
“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,” she explained.
Cultural Offerings
Leeds hosts top-class events throughout the year, utilising its beautiful urban spaces and a wealth of attractions.
According to visitor research, one weekend is not enough to explore what Leeds has to offer, a sentiment that Visit Leeds aims to capitalize on.
From grassroots organisations to the internationally renowned Opera North and Northern Ballet, all contribute to making Leeds a cultural hub.
Visit Leeds aims to build on this cultural infrastructure, ensuring the city is a must-visit destination both nationally and internationally.
AMA’s Involvement
AMA has significant experience in regional campaigns, having 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.
Leeds as a Hidden Gem
Anita Morris highlighted that the phrase ‘hidden gem’ is often used to describe Leeds.
“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,” she noted.
Its central location in the UK offers numerous tourism advantages, making it an ideal gateway for travel across Yorkshire, the North of England, and the entire country.
Focus Areas
The activities will focus on what distinguishes Leeds, including its cultural, music, sporting, and food and drink offerings.
Earlier this year, Visit Leeds launched a new marketing campaign under the banner ‘the city that loves to entertain’, highlighting the diverse events in Leeds.
The PR campaign will extend this idea for earned media by creating new themes and curated content.
Future Plans and Strategy
The long-term PR contract aims to leverage the unique aspects of Leeds to attract more visitors.
The team plans to utilise a range of marketing and PR strategies to reach a broad audience.
The appointment of Anita Morris Associates marks a significant step in promoting Leeds as a top-tier destination.
With a comprehensive strategy focusing on its unique cultural and tourism offerings, Leeds is set to attract more visitors than ever before.
