The Land to Forget Time Campaign

The Land To Forget Time

In 2016 Marketing Peak District & Derbyshire embarked on an ambitious journey to woo a new audience to the area. Hot on the heels of recent successes of the three year Regional Growth Fund marketing campaigns in association with VisitEngland, in which Marketing Peak District & Derbyshire exceeded targets generating more than £44.7 million in extra tourism spend, we made the decision to build upon the work done and capitalise on commercial opportunities presented us by RGF in working with private sector businesses to promote the area through a multi-channel marketing campaign.

‘The Land to Forget Time’ marketing campaign has been created to influence a younger, urban, typically city centre based, work hard, time poor demographic to make their escape, recharge and experience new adventures in the beautiful Peak District and Derbyshire. Historically the area has always performed well in attracting families and over 50s - but this campaign has been carefully crafted to widen that reach by appealing to a young ‘hip’ urban audience, the results being twofold with the campaign attracting new additional visitors, increasing spend and boosting both the local and regional economy.

The above the line media campaign ran for an astonishing two months, longer than we’ve ever achieved before and included out of house brand activation in the form of roadside and railway station billboards along with bus rears across the city centres of Birmingham and Manchester. The poster sites alone would have been seen an estimated 9.6m times.

To complement this activity we secured a press partnership with The Guardian across both print and digital platforms. The partnership included advertorial features and full page ads in print, as well targeted digital display advertising and home page takeovers.

We also made investments in social media advertising across Facebook, Twitter and Video on Demand as well as in paid search and programmatic digital display with contextual targeting and retargeting based on location, demographic and age.

Wowing shoppers at The Bullring Birmingham!

Brand Activation at The Bullring, Birmingham

To kick-start the campaign in style, over the weekend of 12th March we descended upon the Bullring Shopping Centre in Birmingham to undertake a fun social media flash event, the Escape Pod, designed to gather audiences and create video content for social media to increase reach of the more traditional adverts. The resultant videos generated over 45,000, reaching well over 100,000 people.

Although the media activity has drawn to a close, all good things must come to an end that by no means sees an end to the campaign. The Land to Forget Time campaign activity will continue until the end of September whilst the accompanying microsite will remain live until March 2017.

Visitors to the campaign microsite, are being encouraged to enter our latest competition, with a bumper prize of Peak District and Derbyshire experiences and products worth in excess of £4,800! To enter they need to capture and upload their own short video of their ‘moment’ in the Peak District and Derbyshire whether it be going for a wild ride on a mountain bike, flying high in a glider, fishing at a favourite spot or simply walking the dog. Whatever they feel is their idea of a Great Escape in the Peak District and Derbyshire. Please encourage your visitors and guests to take part, and why not join in yourselves!

'The Land to Forget Time' campaign creative image is based on a photograph taken by Dronfield based, Destination Photography Partner, Mark Henson.

ullring Shopping Centre in Birmingham fun social media flash event
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