International Marketing

International Marketing

Marketing Peak District & Derbyshire work tirelessly behind the scenes, collaborating and joining up with other English destinations to jointly promote England as the holiday destination of choice for visitors around the world.

Only by working collaboratively are we truly able to create enough 'noise' to stand us out from destinations all over the world. By working alone we would simply not have enough resource to compete with other global destination brands.

China Campaign with Visit Manchester, VisitBritain and Hainan Airlines

Campaign creative

In 2016 Marketing Peak District & Derbyshire invested in one such collaborative marketing campaign aimed at increasing the market share of Chinese travellers to the north of England, tempting them away from London. The campaign saw a collaboration between ourselves, Visit Manchester (alongside other northern destinations and attractions), VisitBritain and carrier, Hainan Airlines who created the first direct route to anywhere outside of London from mainland China.

The campaign was underpinned by three thematic pillars designed to activate Chinese travellers:

  1. Heritage and Countryside
  2. Football
  3. Modern vibrant cities

Key areas of work included:

  • Media buy (out of house and digital, including China specific social media engagement)
  • Travel trade engagement
  • Football activation (Man City vs. Man United match takeover in Beijing)
  • Familiarisation visits and press engagement

Discover England Fund round 1 - Gardens and Gourmet

Gardens and Gourmet

We have been a successful partner in the year one round of funding administered by national tourist board, VisitEngland, the Discover England Fund. The fund was looking for innovative product development solutions aimed at attracting more international visitors to our shores.

Working alonsgide Visit Kent (lead partner), Visit Essex, Visit Herts and Marketing Cheshire, the project team secured a £240,000 grant from the Discover England fund to deliver the “Gardens & Gourmet” project. As the name suggests, the project was about showcasing the very finest gardens attractions and products, and gourmet, i.e. food and drink offer of the five destinations.

Work commenced in August 2016 and the project has now been delivered and activity went 'live' at the end of March, and will run through until the end of December 2017.

The project is being delivered through an innovative digital platform, digital Local Guides – arming visitors with information only locals would know, all encourgaing visitors to buy a Gardens & Gourmet Visitor Pass allowing them free (essentially discounted pre-paid) entry to gardens attractions as well as offering them a host of discounts and special offers at participating gourmet venues.

The project will reach the international target audiences in the US, Germany and the Netherlands through the following channels:

Trade

  • Launching ‘Gardens & Gourmet’ at Trade Shows.
  • Working with online tour operators and resellers to sell the pass.
  • Direct marketing targeting visitors to London and the UK.

Consumer

  • Social Media and E-marketing.
  • Digital and PPC.
  • Press visits, PR and takeovers.
  • Competition giveaways in markets.

For more about the Gardens and Gourmet project, visit the dedicated website: www.gardensandgourmet.co.uk

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