Super stardom beckons for the Peak District as it features in its first-ever television commercial – part of a £150,000 multi-media campaign to bring in more staying visitors and boost the economy.
Millions of viewers in ITV’s Anglia and Central (East and West) regions are being targeted in official tourist board Visit Peak District & Derbyshire’s latest bid to persuade more people to book a short break or longer stay in the area.
The 30-second commercial - part of the tourist board’s new ‘The World Away’ digital, print and social media campaign - was officially launched in Buxton last week and hit TV screens for the first time on Monday evening.
Many of the Peak’s District best known and distinctive attractions, activities, transport and accommodation providers – including Chatsworth, The Heights of Abraham and the Monsal Trail – are showcased in the groundbreaking commercial, which was filmed and edited by Salford-based multi-media production company Soup Co.
David James, the tourist board’s chief executive, said: “Everyone here at Visit Peak District & Derbyshire has played an active part in shaping and delivering this pioneering multi-media venture, and we are all thrilled to see it launch with the area’s first-ever television commercial, highlighting some of the Peak District’s most precious and popular assets.”
The commercial is being broadcast in two phases – a significant push on the main ITV network during January and February, and then a follow-up using Video on Demand (VOD) in February and March.
An extended version of ‘The World Away’ promotion, featuring even more inspirational footage of the area, is the centrepiece of a new web portal, www.visitpeakdistrict.tv, on the tourist board’s main website, which also went live on Monday.
Both commercials will be backed up, both during and after broadcast, by social media and digital promotions designed to drive potential visitors to ‘The World Away’ portal.
Mr James added: “It’s the first time we’ve used such a wide variety of media platforms to let key audiences know that we are a world-class destination that’s within easy reach.”
The commercial launched the second phase of the VisitEngland-led campaign ‘Growing Tourism Locally’, financed by the Government’s Regional Growth Fund.