Welcome to Yorkshire has beaten campaigns from Expedia, British Airways and Virgin Atlantic Airlines to win the World's Leading Marketing Campaign.
The ‘Have a brilliant Yorkshire’ campaign won the public vote with its mix of television adverts, product placement on Emmerdale and creative outdoor advertising such as taking over King’s Cross station.
The senior group vice president for the World Travel Awards Kevin Taylor said: "Yorkshire is a beautiful destination for a short break or longer holiday with a great mixture of heritage, culture, fabulous landscapes, and beautiful countryside.
“Welcome to Yorkshire present what the county has to offer in a subtle yet exciting way which has clearly charmed the travel professionals and general public who voted. "
Chief executive of Welcome to Yorkshire Gary Verity said: “When we started on this journey in 2009, our aim was to make Yorkshire one of the best destinations to visit in the world.
“Four years on, it’s not just us saying that. The Tour de France is coming, Lonely Planet and AOL are saying the county is among the best in the world to visit, and we have won the World's Leading Marketing Campaign for the fourth consecutive year.”
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