Tourism agency Visit York has appointed Fox Communications to work on its new destination marketing campaign after a three-way pitch.

The 'My York' campaign will take its inspiration from travel review sites such as Tripadvisor, encouraging visitors to recommend to others the city's highlights and hidden charms.

A big part of its success will rely on interacting with visitors using traditional and social media. Campaign messages will also run on the Visit York website, literature and outdoor media until 2012.

Liz Moon, marketing manager at Visit York, said: "It’s vital for Visit York to produce campaigns that are fresh and innovative whilst still retaining our core brand values.  Fox Communications' interpretations of our brief totally fulfilled that."

Fox Communications has already been working with Visit York on other initiatives including social media, PPC campaigns and online marketing.

Director Al Fox said: "This will be a great campaign that’s essentially being led by York’s visitors. We will work with Visit York to ensure that the great feedback the city consistently receives is then relayed to potential visitors."