Concerted marketing campaigns to persuade more tourists to book a short break or longer stay in the Peak District and Derbyshire are reaping rich rewards.
More than £20 million in extra spending has been generated and 381 jobs have been created since official tourist board Visit Peak District & Derbyshire launched its latest major marketing push, ‘The World Away’ – worth £600,000 over three years.
And almost half the people surveyed said that successive broadcast, on-line and print promotions since 2012 had made them more likely to consider the area for a holiday or short break.
Research carried out on behalf of national tourist board VisitEngland reveals that the upsurge in interest in the Peak District and Derbyshire has been achieved thanks to Visit Peak District & Derbyshire’s share in a £19.8 million pot of money from the Government’s Regional Growth Fund (RGF).
The area is one of a select band of leading English destinations to score success as part of VisitEngland’s ‘Growing Tourism Locally’ programme, financed by the RGF and now in its third year.
Specific audiences targeted include young couples, young couples with pre-school children, older couples and groups.
Marketing activity in previous years has included a £150,000 multi-media campaign, including the Peak District and Derbyshire’s first-ever television commercial, screened in ITV’s Anglia and Central (East and West) regions and available on Video on Demand (VOD).
This year promotion is focusing on VOD in the ITV Granada and Central West regions until the end of March and paid advertising on Facebook and YouTube, backed by 250,000 A5 leaflets funded by D2N2, The Local Enterprise Partnership for Derby, Derbyshire, Nottingham and Nottinghamshire, to reach specific audiences across Birmingham and Greater Manchester.
Website activity also includes The World Away Giveaway – a competition worth more than £2,000 hosted at http://www.visitpeakdistrict.com/win – which includes: –
- A one-night stay for four in an Enchanted Village Woodland Lodge at Alton Towers Resort
- A short break for up to four at Darwin Forest Country Park, near Matlock
- A twilight spa for two at Losehill House Hotel & Spa, Hope
- Family silver membership for two adults and three children at Chatsworth
- A 12 months’ family season ticket for, and champagne lunch at, the Heights of Abraham, Matlock Bath
- A brewery tour for four and two cases of bottled beer at Thornbridge Brewery, Bakewell
- A full Sprayway outfit for two adults and two children
- Four pairs of Hi-Tec Altitude V I waterproof walking boots
And businesses across the area and beyond are being urged to make the campaign even more successful by sharing Visit Peak District & Derbyshire’s multi-platform content on their websites and social media.
“We are delighted that our involvement in ‘Growing Tourism Locally’ is paying such high dividends for the Peak District and Derbyshire, generating more than £20 million for the local and regional economy and creating 381 jobs since the campaign was launched,” said Jo Dilley, Destination Management Organisation (DMO) Director.
“This year we are concentrating on on-line activity to further boost the numbers of people we can reach, which is enabling us to publish more than four million advertisements on VOD, Facebook and YouTube. We’re confident this will drive even more people to our website so they can discover the huge variety of things they can do and see in the area.
“The message is that the Peak District and Derbyshire is affordable, accessible and open all year – and the tourism industry, both locally and further afield, can make our efforts even more successful by sharing our content across a number of digital platforms.
“Looking ahead, we hope to build on the success we have achieved since 2012 by securing a share in the £10 million ‘Northern Futures’ campaign, unveiled by the Government last year – designed to lure tourists out of London to enjoy the North’s stunning countryside, history and culture and due to be launched this spring.”
Businesses can boost ‘The World Away’s’ success by sharing:
The campaign / competition / website landing page: www.visitpeakdistrict.com/win
On social media or embedding the extended YouTube video on websites: http://goo.gl/oBrnS8
For further details, contact Janette Sykes, PR Manager, Visit Peak District & Derbyshire, on 07792 924839 or at firstname.lastname@example.org.
Note to News Editors
Commercial supporters and location partners during the third year of Visit Peak District & Derbyshire’s RGF-backed marketing activity are: Alton Towers Resort, Chatsworth, East Midlands Designer Outlet, The Heights of Abraham, Hi-Tec, Losehill House Hotel & Spa, Pinelodge Holidays, Sprayway and Thornbridge Brewery.
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.
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: –
England is a unique destination and a real powerhouse in global tourism. It represents 84 per cent of the total UK visitor economy, is worth £106 billion, and supports 2.6 million jobs.
About ‘Growing Tourism Locally’ – a Regional Growth Fund Tourism Investment Project
In October 2011 VisitEngland’s application to the Government’s Regional Growth Fund was approved by the Department for Business, Innovation and Skills (BIS). £19.8 million was awarded to deliver a three year partner marketing project entitled ‘Growing Tourism Locally’.
This project aims to stimulate the domestic visitor market to grow local economies through increased tourism activity by UK residents. The project enables VisitEngland to work in partnership to facilitate growth at a local level, further amplifying the second Holidays at Home are GREAT campaign that was launched in March this year.
The project ‘Growing Tourism Locally’ has the potential to create the equivalent of 9,139 full time jobs across England and is focussed on supporting areas that are currently dependent on the public sector for employment to transition to private sector-led growth and prosperity where tourism can be a key contributor.
The RGF funding is matched with private sector funding at national and local levels to create a project of £41million over three years to March 2015.
About Regional Growth Fund
The Government’s Regional Growth Fund is a £3.2 billion fund designed to help companies in England to grow. It supports projects and programmes committed to leveraging private investment and delivering sustainable jobs. For more information please go to www.bis.gov.uk/rgf.