Anita Morris Associates win long-term Visit Leeds contract

Boutique PR agency Anita Morris Associates (AMA) has won the Visit Leeds PR contract after a competitive tender.

Visit Leeds is the official destination management organisation for the city which aims to raise the profile of Leeds as a visitor destination for both business and leisure tourism.

Ilkley-based AMA won the competitive tender for the four-year contract that will see the team create engaging online and media content and deliver a series of far-reaching PR campaigns to inspire new and repeat visitors, encouraging them to stay longer.

Established in 1999, AMA was able to demonstrate an impressive track record in the culture and tourism sector having been responsible for award-winning work for LEEDS2023, Bradford 2025 and Visit Calderdale. Other major tourist attractions and campaigns which have also relied on AMA’s creative support include the Bronte Parsonage Museum, The Piece Hall and City Inn Hotels.

The profile-raising activities for Visit Leeds will focus on what helps set Leeds apart as the UK’s third largest city outside London, amplifying its cultural, music, sporting, and food & drink offerings. Visit Leeds launched a new marketing campaign earlier this year, highlighting the number and diversity of events taking place in Leeds – ‘the city that loves to entertain’. The PR campaign will develop this idea for earned media with the creation of new themes and curated content. Major dates in the diary such as Leeds International Film Festival, Leeds West Indian Carnival, Light Night, and Australia’s One Day International at Headingley will also be spotlighted in the ongoing programme of must-see events taking place across Leeds.

Said Belinda Eldridge, head of destination marketing for VisitLeeds: “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.

“Leeds is a destination that hosts top class events all year round making the most of the city’s beautiful urban spaces and wealth of attractions. Our visitor research has shown that one night or even a weekend simply isn’t enough time to experience what Leeds has to offer and that’s what we want to shout about.

“Grass roots organisations through to the internationally renowned Opera North and Northern Ballet all call Leeds their home, and they all play their part in placing our city on the UK map as a cultural destination. We now want to build on that brilliant cultural infrastructure and ensure Leeds is on everyone’s future “must visit” list, both across the UK and internationally.”

Anita Morris, director and founder of AMA added: “We are delighted to be supporting Visit Leeds and the team’s vision of how Leeds can compete as a world class destination.

“We’ve heard the words “hidden gem” applied to Leeds too often and are looking forward to shouting about all that it has to offer today’s tourists. 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. Leeds is located right in the middle of the UK which gives the city many advantages from a tourism perspective: it’s the ideal gateway for travelling not just across Yorkshire and the North of England but across the country. The city isn’t just the best of both worlds, it’s the best of ALL worlds and this is an exciting time to be involved in such a far-reaching project.”