‘Escape the everyday’ campaign launched in Derbyshire to boost holiday bookings

By Josh Marsh

The county’s official tourist board, Marketing Peak District & Derbyshire has launched a new ‘Escape the Everyday’ campaign, supported by funding from VisitEngland, to help local tourism and hospitality businesses recover from the Covid-19 pandemic.

Visitors are being encouraged to Escape the Everyday on a unique range of bookable experiences in the area as part of the £70,000 campaign, which aims to support the sector’s recovery by promoting short breaks and boosting visitor spend.

The campaign has kicked off with a short video and branded content across social media, digital display and radio advertising. The content also drives online ‘traffic’ to visitpeakdistrict.com/escape-the-everyday, where visitors can book a range of activities and experiences across the Peak District & Derbyshire.

Marketing Peak District & Derbyshire has worked with local tourism businesses to create engaging content for the campaign centred around the themes of ‘Discovery’, ‘Freedom to Explore’ and ‘Treat Yourself’.

Experiences include walking with alpacas, feeding lemurs at a local wildlife park, foraging for wild ingredients on a fine dining experience, short breaks at luxury spa hotels and enjoying a rock-climbing taster day in the Peak District National Park.

The campaign will target pre-school families and young couples and is funded by the VisitEngland Destination Management Organisations’ Recovery Marketing Fund, which supports recovery during the Covid-19 pandemic.

Jo Dilley, Managing Director of Marketing Peak District & Derbyshire, 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 & Derbyshire.

“We have an outstanding year-round tourism offer and we hope this campaign will inspire people to explore and discover all that we have to offer, following official guidance, whilst helping our £2.3 billion tourism industry to recover.

“From foraging and fine dining to e-bike experiences, there is so much to enjoy right across the Peak District & Derbyshire and now is the perfect time to escape the everyday and support local businesses on a short break.”

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. It is great to see the activity that Marketing Peak District & Derbyshire will be delivering locally, with support from VisitEngland funding and aligning with our national ‘Escape the Everyday’ campaign, to encourage more people to get out and discover the outstanding destinations and quality attractions here on our doorstep and to drive bookings.

“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.”

Marketing Peak District & Derbyshire supports the marketing and economic growth of the town through Chesterfield Champions, a network of over 180 organisations across Chesterfield and North Derbyshire.