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Friday, 28 January, 2000, 11:41 GMT
New Yorkshire, a region of winners

Yorkshire Dales Yorkhire is to be rebranded as a cultural centre


Yorkshire - known as the home of flat caps and whippets - is to get a 300,000 makeover in an effort to modernise the county's image.

Tourism and development chiefs have charged a consultancy firm with the task of rebranding the region as a cosmopolitan centre to rival London.



Yorkshire is a dynamic and world-class region in which to live, learn, work and do business
Yorkshire Forward's Richard Gregory
Dispelling traditional images of pit villages, mills and sheep farming, Yorkshire is to be promoted as a thrusting community of high-flying financiers, culture vultures and gourmets.

Leeds-based consultant Out-Think is to come up with a logo and booklet to market the region to the rest of the UK and the world.

"Some people who live and work here know about the modern and dynamic Yorkshire," said Theresa Lindsay, head of communications at Yorkshire Forward, the regional development agency.

"We want to build on the traditional strengths that Yorkshire is seen as having, but also show that we are still a region of winners today.


Last of the Summer Wine Summer wine could be replaced by cocktails
"We want to capitalise on the fact that Leeds is the biggest financial centre outside London, that Harrogate has 180 restaurants and Alan Ayckbourn's plays premiere in Scarborough long before they reach the West End, and that our countryside is as good as anywhere in the world."

In the past the county has cashed in on its more nostalgic image, typified by TV series including All Creatures Great and Small and Last of the Summer Wine.

The project, partly funded by the EU, follows a Yorkshire Tourist Board campaign last year which featured glamorous images of Yorkshire coupled with traditional ones, such as Yorkshire puddings, in adverts on the London Underground.

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