Peak and Derbyshire Share in £20m Tourism Spending and Jobs Boost

Over £20 million in extra spending has been generated and 381 jobs created locally since 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, online 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).

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 www.visitpeakdistrict.com/win including many great prizes such as family silver membership for two adults and three children at Chatsworth.

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,” said Jo Dilley, Destination Management Organisation (DMO) Director.

“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.”