PEAK STARS IN GREAT DIGITAL MARKETING CAMPAIGN IN GULF STATES

Peeta Planet

Mohammed and Peyman Al Awadhi (right and left), hosts of the popular Middle East-based TV and digital travelogue series Peeta Planet, pictured during filming on the Chatsworth Estate.

Millions of potential visitors from the Gulf States are the focus for a far-reaching digital campaign to promote Manchester and the Peak District and Derbyshire as a prime international tourist destination.

VisitBritain’s Dunes to Peaks initiative – part of its world-wide Countryside is GREAT marketing push – is now being rolled out across United Arab Emirates, Kuwait, Saudi Arabia, Qatar, Bahrain and Oman.

The Peak District and Derbyshire played host to a party of ten delegates from the Gulf and their escorts during filming for 12 short videos in June – and people from the Gulf States can now see its wide-ranging attractions, activities and accommodation for themselves on VisitBritain’s on-line LoveWall, developed in Arabic to appeal to a wider audience.

Horse riding on the Tissington Trail, fly fishing on the river Wye on the Haddon Estate and adrenalin-fuelled adventures at Go Ape in Buxton are included in the films, which highlight food and drink, adventure and culture.

Chatsworth Farm Shop, Bakewell Pudding and Buxton’s classical architecture also feature, along with a leisurely ride through some of the area’s most beautiful countryside in a vintage taxi courtesy of Winster-based Vintage Adventure Tours.

Tourism businesses and accommodation providers across the area were involved in the visit, organised in partnership with Visit Peak District & Derbyshire, the area’s official tourist board, and promoting Manchester as the international gateway to the Peak District and Derbyshire.

The party stayed at both Callow Hall near Ashbourne and Losehill House Hotel & Spa near Hope during the project.

Several short videos have been made to appeal to the Gulf States market, featuring Mohammed and Peyman Al Awadhi, hosts of the popular Middle East-based TV and digital travelogue series Peeta Planet, Saudi fashion bloggers the Abduls and Kuwaiti ‘foodie’ Sara Al Hammad.

“Dunes to Peaks will raise the profile and awareness of some of the most beautiful parts of Britain to our high spending Arab visitors,” said Annique Labuschagne, Manager Gulf Markets at VisitBritain.

“Latest data suggests we welcome around 600,000 visitors a year from the Gulf States, but the majority don’t venture out of the big cities. The new Arabic version of our LoveWall is a real breakthrough, with potential travellers now having the option of researching a variety of holiday ideas in Arabic that will inspire them to extend their city breaks into the British countryside.”

Details of the Dunes to Peaks campaign can be reached at  www.visitbritain.com/dunestopeaks, and the on-line conversation can be followed on Twitter at #dunestopeaks. The first two films, focusing on Manchester and Manchester City, have already been posted, and will be followed by two films per week until the end of December.

The first footage of the Peak District, focusing on horse riding on the Tissington Trail, will appear this Sunday (November 23), followed by fly fishing on the Haddon Estate and Go Ape (November 30), Bakewell Pudding (December 7) and Chatsworth Farm Shop and a foodie tour of Bakewell (December 14).

Dunes to Peaks is aiming to build on the success of VisitBritain’s Dunes to Dales campaign in 2013, which showcased Yorkshire to an audience of more than five million across the Arabian Gulf countries

Ends.

For further information, please contact Janette Sykes, PR Manager, Visit Peak District & Derbyshire, on 07792 924839 or at janette.sykes@visitpeakdistrict.com.

A high resolution digital image is attached for print media and websites. Caption: Mohammed and Peyman Al Awadhi (right and left), hosts of the popular Middle East-based TV and digital travelogue series Peeta Planet, pictured during filming on the Chatsworth Estate. An Infographic featuring more information about the Gulf States market [GCC Visitor Stats – Infographic brief_06112014].

Note to News Editors

Visit Peak District & Derbyshire – the area’s official tourist board – works 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.

VisitBritain is the national tourism agency, responsible for marketing Britain worldwide and developing Britain’s visitor economy. A non-departmental public body, funded by the Department for Culture, Media and Sport, it works with partners in the UK and overseas to ensure that Britain is marketed in an inspirational and relevant way around the world.

Visit Britain statistics reveal that:

Over the past five years, there has been an average increase of 17 per cent in visits and 58 per cent in spending by visitors from the Gulf States.

In 2013, 600,000 visitors from the Gulf States came to Britain, spending a record £1.6 billion.

The number of visits from the Gulf States to Britain is projected to rise by 30 per cent, and spending to increase by 50 per cent, by 2016.

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