A new campaign from destination management organisation Visit County Durham inspires consumers to ‘Escape the Everyday’ in Durham this summer.
The campaign, which received grant funding from VisitEngland’s Destination Management Organisations’ (DMO) Recovery Marketing Fund, will see local recovery marketing activities delivered by Visit County Durham, aligned to VisitEngland’s UK-wide Escape the Everyday campaign.
In partnership with tourism businesses across the county, the campaign promotes experiences bookable directly on thisisdurham.com, supporting DMO sustainability and recovery during the pandemic, directly supporting businesses, and providing inspiration and information for the consumer in planning and booking domestic days out and short breaks.
Ivor Stolliday, chairman of the Visit County Durham Ltd board, said: “We were thrilled to be successful in the highly competitive VisitEngland DMO Recovery Marketing Fund, achieving the highest grant amount available.
“The campaign plays an important role in supporting businesses and driving short term growth, ensuring the county capitalises on the summer domestic market.
“But it will also raise the profile and appeal of the county with key markets, bringing longer-term benefits to the visitor economy.”
VisitEngland director Andrew Stokes added: “VisitEngland is delighted with the number of innovative and high-quality submissions to the fund.
“Our priority is to support the industry through crisis to recovery and beyond, and this funding will inspire future travel, getting us out exploring and discovering the outstanding destinations and quality attractions right here on our doorstep.
“It will also support local businesses who have been working so hard to welcome visitors back safely, adapting and innovating to meet new ways of working and still providing a great visitor experience.”
Campaign activity being delivered by Visit County Durham will run until the end of July, and is set to include TV commercials, digital display adverts on key websites, influencer commissions and radio advertising, featuring tourism businesses taking part in the campaign.
Allison Raper from Teesdale Cheesemakers, one of the experiences showcased in ‘Escape the Everyday in Durham’, welcomed the support.
He said: “We are excited to be part of the campaign, which provides us with real support as we recover from the impact of lockdown. Activity will put us in front of more consumers, extending the reach of our own channels, and showcasing the incredible experiences on offer.”
The campaign website can be viewed at thisisdurham.com/escape.