Leaflets, posters and other promotional material for the tourist organisation will begin appearing in episodes of the ITV1 soap from tomorrow (July 3), Broadcast reports. The arrangement will run until the New Year.
© ITV
© Rex Features / ITV
ITV's branded content manager Katherine Marlow commented: "Emmerdale and Welcome to Yorkshire is a great brand fit and we look forward to exploring further opportunities as part of this partnership."
Meanwhile, Welcome to Yorkshire's chief executive Gez Verity told The Drum: "We are always looking for new ways to promote Yorkshire and working with one of the most successful soaps on television, which is set in Yorkshire, is an obvious partnership.
"With an average audience of over 7 million viewers watching each episode, this is a great way to promote Yorkshire as a perfect holiday destination."
Coronation Street became the first UK soap to feature product placement late last year when a Nationwide cash machine appeared in Dev Alahan's corner shop.
Channel 4's Hollyoaks has since landed deals of its own with L'Oréal and Nokia.
