Banana Kick has been appointed by the Yorkshire Committee for London 2012 to help ensure the Yorkshire region maximises the opportunities the Olympic and Paralympic Games present.

The committee, which includes representatives from Yorkshire Forward, Yorkshire Culture, Yorkshire Tourist Board, Sport England and the five major cities in the region, has developed a strategy, Yorkshire Gold, for how the region can benefit from the Games.

Banana Kick will be undertaking a full brand development programme for Yorkshire Gold, which will include communication of the new strategy.

The Leeds-based sports and leisure agency was appointed to the task after a seven-way pitch.

Gary McCall, pictured left with fellow Banana Kick director Nick Goring, said: "The Games will bring business, tourism, sport, cultural and community benefits to Yorkshire and the Humber and our aim is to get all audiences from Yorkshire behind the Games.

“This is a once in a lifetime opportunity and we will be working to ensure that Yorkshire and the Humber maximise the opportunities and relish the moment."

Rebecca di Corpo, manager at the Yorkshire Committee for the 2012 Games, commented: "Yorkshire led the way in supporting the original London 2012 bid and has developed a strong strategy to ensure a lasting legacy in the region.

"Our regional brand for Yorkshire Gold will be the focal point of our activity over the next four years and beyond.”