VIRGIN boss Sir Richard Branson took a ride on a pioneering steam engine yesterday to launch a short-break campaign.
Stephenson's Rocket was at full steam at York's National Railway Museum with Sir Richard aboard to tempt tourists to the city.
Visitors also had the chance to see a new Virgin Voyager train.
Sir Richard's visit was to help launch the "Stay, Just a Little Bit Longer" campaign, which offers discounts at York hotels, restaurants and tourist attractions for visitors who spend three nights in the city.
The promotion came just a week after Virgin Trains created an regional InterCity rail network for the UK, with the relaunch of its Cross Country train company.
Sir Richard said: "York is now well placed to benefit from an increase in visitor numbers."
The chairman of the city's tourism bureau, Andrew Scott, hoped that by joining forces with Sir Richard, the message to visit York would be stronger and far-reaching.
To book a stay in the city call (08701) 203115 and quote "Stay, Just a Little Bit Longer".
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