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TOURISM BUSINESSES URGED TO GET BEHIND PEAK DISTRICT BRAND

This is an archived press release

Tuesday 13 January 2004

13 January 2004

TOURISM BUSINESSES URGED TO GET BEHIND PEAK DISTRICT BRAND

Local tourism enterprises are being urged to boost their business by taking advantage of one of the strongest tourism brands in the UK – the Peak District.

The official Peak District branding forms the centrepiece of a £1.5m marketing campaign to encourage visitors to stay longer and increase spending in the local economy.

The campaign is spearheaded by the Peak District Marketing Initiative, a partnership between the Peak District National Park Authority, Derbyshire Dales, High Peak and Staffordshire Moorlands councils. The partnership also works closely with the Peak District Sustainable Tourism Forum, which represents both private and public sector tourism interests in the area.

National and international advertising will be supported by attendance at tourism exhibitions, direct mail and public relations campaigns. For example the project has generated over £1 million worth of publicity in its first year and 150,000 copies of the Peak District Visitor Guide are being distributed nationwide.

Latest developments include marketing of the official Peak District tourism website www.visitpeakdistrict.com

In addition, local businesses are now encouraged to use the official Peak District branding in their marketing activities. The Peak District tourism destination logo and branding guidelines can be downloaded, and businesses can access free Peak District branded window stickers and bookmarks from the tourism office of their local council.

There are more than 1,000 Peak District businesses engaged in tourism, ranging from pubs, hotels and B&Bs to cafes, restaurants, visitor attractions, outdoor pursuits providers, galleries and shops. They provide thousands of local jobs and generate more than £500m for the local economy.

However the Peak District Marketing Initiative – formed two years ago in the wake of Foot and Mouth Disease - believes that there is potential to generate millions more through the creation of a strong and unified Peak District brand.

Tourism Marketing Manager David Bourque said: "The Peak District is one of the most powerful tourism destination brands in the UK, and now is the time for local businesses to get behind the campaign and take advantage of the marketing opportunities the brand provides."

"The Peak District already receives a huge number of visitors – around 22 million each year,
making it the second most visited National Park in the world. The partnership's focus is on encouraging people to stay longer and to increase visitor spending."

This is an archived press release

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