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Manchester and Birmingham targeted with just 5% and 3% of people currently choosing the Peak District as a destination. [1]

Over 120 giant ‘www.goPEAKS.com’ billboards showcasing five iconic impressions of the Peak District will greet commuters to two of the busiest cities in the UK.

chatsworth house go peaks.com billboard

Image by Chatsworth House Trust

The images – including Chatsworth House and a stunning Peak District view from a tent – will go up in around Manchester and Birmingham’s city centres, including train stations and main commuter routes.

gopeaks.com camping billboard

Landscape image by James Grant Photography

James Grant Photography

The campaign by Visit Peak District and Derbyshire DMO aims to inspire people in major cities around the Peak District to visit the destination and to increase the tourism industry’s contribution to the local economy by five per cent. [2]

northern rail go peaks billboard

Higger Tor Sunrise by Stephen Elliott Photography

“We are targeting Manchester and Birmingham as areas we are confident we can tap in to, and inspire people living and working locally to travel just a short distance to the Peak District and enjoy all it has to offer. Time is never more precious to people than it is today, and with the Peak District less than an hour’s travel time for over 16 million people, it’s the holiday and short break destination of a potentially enormous market” said David James, Chief Executive of Visit Peak District & Derbyshire, the area’s official tourist board.

buxton-water-gopeaks-billboard

“Our focus is firmly on promoting the Peak District as a fantastic place to visit and stay, as well as creating real jobs and real benefits for the economy and local businesses along the way.” David concluded.

The campaign has been funded by the Government’s Regional Growth Fund as part of a campaign called Growing Tourism Locally, led by the national tourist board VisitEngland.  Aimed at creating economic growth and stimulating local jobs, the investment project has been championed by key businesses local to the area who have also added funding to the campaign. [4]

alton towers gopeaks billboard

Landscape image by Chris Maguire Photography

For a fortnight from 25th February, the beauty spots of the Peak District will be greeting thousands of commuters and city dwellers in Manchester and Birmingham as they make their journeys to and from work.

Those inspired by what they see can go to www.gopeaks.com where they can book a short break, learn more about Peak District experiences waiting to be discovered, and be entered in to a competition to win fantastic days out, provided by the campaign’s supporters.

ends

Notes to Editors

[1] 5.5% of people out of 162,600 requesting information about Peak District online came from the Greater Manchester area, 3.5% came from Birmingham and West Midlands area (www.visitpeakdistrict.com)

[2] Visit Peak District & Derbyshire Marketing Delivery Plan and Regional Growth Fund objectives

[3] The Regional Growth Fund was launched in October 2010 and is a £2.6 billion fund operating across England from 2011 to 2016. For more information, see below or visit www.bis.gov.uk/rgf

[4] Commercial supporters are: Active Peak Breaks (provided by Large Outdoors), Chatsworth, Buxton Water, Alton Towers, Northern Rail, Go Outdoors, Camping & Caravanning Club and East Midlands Designer Outlet.

For further details, images of the billboards and interviews with David James, contact Jane Travis, media consultant, on janetravis21@gmail.com or call 07779 586312

For more information on gopeaks.com, go to: www.goPEAKS.com

For more information on Visit Peak District & Derbyshire, go to: www.visitpeakdistrict.com

About Visit Peak District

‘goPEAKS.com’ and Visit Peak District & Derbyshire – the area’s official tourist board – work with VisitBritain, VisitEngland, Derbyshire County Council, all local authorities in the Peak District and Derbyshire, tourism business partners and surrounding tourism organisations that share the Peak District. It is committed to the successful and sustainable development of tourism.

About VisitEngland

  • VisitEngland is the country’s national tourist board. We work in partnership with the industry to develop the visitor experience across England, plan national tourism strategy, grow the value of tourism in England and provide advocacy for the industry and our visitors
  • Our work is underpinned by robust research and customer insights. You can access the latest in-depth market intelligence and statistics on www.visitengland.org/insight-statistics
  • For corporate information see www.visitengland.org and for consumer information see www.visitengland.com

About the Regional Growth Fund

  • The Regional Growth Fund (RGF) is a £2.6 billion fund operating across England from 2011 to 2016. It supports projects and programmes that lever private sector investment to create economic growth and sustainable employment. The first 3 rounds allocated £2.4 billion which will leverage over £13 billion of private sector investment and create or safeguard over 500,000 jobs. Round 4 is now open for applications and will allocate a further £350m.
  • The RGF is a flexible and competitive fund, with bidders able to submit bids either as a project or a programme. It has a minimum bid threshold of £1 million.
  • For more information, visit: https://www.gov.uk/understanding-the-regional-growth-fund#what-is-the-regional-growth-fund
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