Peak District & Derbyshire tourism board launches new short break campaign to aid sector's Covid recovery

The official tourism board for Peak District and Derbyshire has launched a new campaign to help businesses in the sector recover from the pandemic.

Wednesday, 12th May 2021, 12:40 pm

Visitors are being encouraged to ‘escape the everyday’ with a unique range of bookable experiences in the area to promote short breaks and boosting visitor spend.

The £70,000 drive by Marketing Peak District & Derbyshire (MPDD) was launched with a short video and branded content across social media, digital display and radio advertising.

Managing director Jo Dilley said: “We’re delighted to launch our Escape the Everyday campaign to encourage visitors to book their holidays and experiences here in the Peak District and Derbyshire.

“We have outstanding year-round tourism and we hope this campaign will inspire people to explore all that we have to offer, while helping our £2.3billion tourism industry to recover.”

She added: “From foraging and fine dining to e-bike experiences, there is so much to enjoy and now is the perfect time to escape the everyday and support local businesses on a short break.”

The campaign is backed by a dedicated Covid recovery fund from national tourist board VisitEngland, and MPDD organisation has worked with local businesses to create the campaign content, centred around the themes of ‘discovery’, ‘freedom to explore’ and ‘treat yourself’.

It is particularly targeted at pre-school families and young couples, with featured experiences including walking with alpacas, feeding lemurs at the Peak Wildlife Park, foraging for wild ingredients on a fine dining experience, short breaks at luxury spa hotels and a rock-climbing taster day.

The lemurs at Peak Wildlife Park are one of the campaign's star attractions.

VisitEngland Director Andrew Stokes said: “Millions of jobs and local economies depend on tourism right across the country and the industry needs all of us to make sure it gets back on its feet.

“Businesses have been working hard to welcome visitors back safely, adapting and innovating to meet new ways of working and still providing a great visitor experience.”

He added: “It is great to see the activity that Marketing Peak District & Derbyshire is delivering locally to encourage more people to get out and discover the outstanding destinations and quality attractions on our doorstep.”​​​​​​​​​​​​​​

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