YORK today launched a glossy bid to market the city as a business destination.

More than 2,000 copies of a high-quality brochure extolling York's five key virtues have been printed in advance of next month's European finance conference.

A copy will go to every delegate and journalist attending the Ecofin event, as well as to business and education contacts in America.

The teasing, tantalising cover of the glossy brochure, published by York Inwards Investment Board, states: "Four more reasons why York will improve your prospects."

The board's chief executive, Paul Murphy, said: "We wanted to intrigue readers and draw them in."

The four reasons are given as Value for Money, Accessibility, Skills and Can Do.

But inside, readers find the fifth and main reason for locating in York is Quality of Life.

The brochure quotes Professor Tony Hardy, research director of the new Central Science Laboratory near York, as saying: "There is one thing you didn't get across to us when we were contemplating coming to York.

"Sure, you said it was a nice place to live.

" But nothing prepared us for the fantastic quality of life we now enjoy."

The quote is superimposed on a glorious full-page photograph of the River Ouse at its best, seen from New Walk on a sunny summer's day.

Martin Graham, president of Thrall Car, which is building a wagon works on the former carriageworks site, describes how the city was aggressive and positive from the start - "wholly focused on our business needs."

And Paul Shepherd, chairman of Shepherd Building Group, refers to the excellent rail links to the capital, saying: "I can easily be in London for 9.15am. People from Brighton think I've travelled overnight, and when they learn that actually I left after they did, it makes them rather envious."

Mr Murphy said the city had never used such material before and added: "York is already established on the tourist map. Now we want to get equal recognition on the business map."

Converted for the new archive on 30 June 2000. Some images and formatting may have been lost in the conversion.