International Marketing

International Marketing Projects & Campaigns

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.

Our management team have strong relationships with other DMOs across the country, as well as being in constant contact with Visit Britain and Visit England.

Below are just a few examples of previous or ongoing International Campaigns:


 

 

Discover England’s Great Walking Trails

Led by Marketing Peak District and Derbyshire

As lead partner on this project, we will be promoting seven walking trails of England to visitors from the Netherlands, Germany and the US. We will be developing three to 14 night walking holiday itineraries promoting England’s walking trails alongside the warm hospitality offered by English pubs and accommodation providers.

This project has already seen the MPDD team travel to Holland and Germany twice in 2018 to promote the project to trade and consumer at travel shows.

 


 

Make Great Memories in England’s National Parks

Led by the Peak District National Park

England’s National Parks are being promoted to the Buzzseeker and Explorer audience in both the Australian and German markets. As a project partner for this DEF project, MPDD will help develop the experiential product that will be promoted to these markets. We will also provide business support to the industry within the National Park to help deliver the experiences.

 


 

Growing Manchester as an International Gateway to the North

Led by Marketing Manchester

This project aims to increase visitor numbers to the North by promoting Manchester Airport as a gateway to England. Two one-day excursions and one overnight stay will be developed by MPDD, targeting the US market. MPDD will also provide business support to those businesses involved in the excursions.

 


 

East of England Touring Route

Led by NewcastleGateshead Initiative

This project targets the German market and creates a 300-mile touring route that spans the length of Eastern England from London to Northumberland. Packaging up well-known destinations with those that are off-the beaten track. As a project partner, MPDD will help to develop itineraries that include attractions, accommodation options, places to eat and activities to provide a rich cultural and quintessentially English experience.

 


 

The Gourmet Garden Trails of England

Led by Go To Places

MPDD is a partner on this project which will take visitors from Germany and The Netherlands on a sensory journey as they explore new tourist trails through England’s gardens and gourmet sites. The project will package beautiful accommodation, artisanal food and drink locations, courses, winery and brewery tours and English garden attractions, and allow visitors to explore locally-grown produce and new rural experiences in England’s countryside.

 


 

Adrenaline Fuelled City Breaks

Led by Marketing Sheffield

Tapping into the emerging market for adrenaline breaks, this project uses the ease of access to Sheffield from Northern Europe (by air, car, ferry or train) to target young active explorers from Germany, the Netherlands, and the Nordics. ‘Adrenaline fuelled city breaks’ will allow visitors to book accommodation, food and drink options, night-life choices and adventure sports activities based on their personal preferences for breaks of up to three nights. MPDD will be helping to develop itineraries which include product in the Peak District and Derbyshire.

 


 

England’s Heartlands

Led by the West Midlands Growth Company

MPDD, alongside Shakespeare’s England and the West Midland’s Growth Company have collaborated with Birmingham Airport on promoting the ‘England’s Heartlands’ to a US Millennial audience. Using Birmingham Airport as the gateway, the project encourages the target market to explore Birmingham city and then travel on to either Shakespeare’s England or the Peak District and Derbyshire.

 

Past Campaigns

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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