Peak District & Derbyshire marketing campaigns a success

Visit Peak District & Derbyshire’s 2010 marketing campaigns were a success, with income generated by the campaigns growing by a third, independent research has shown.

Carried out by Cardiff-based Strategic Marketing on behalf of East Midlands Tourism, the research found that the official tourist board’s Visitor Guide brought in £66 for every pound spent on the campaign – compared to the return of £44 for every pound invested in 2009.

This meant that the campaigns generated more than £36.7 million in direct and indirect income for the area. The Elements campaign – which expanded to include walking festivals, thematic short breaks, well dressings and gardens and Spookyshire in 2010 – led to £64 in income for every pound spent on the campaign. The year before, £11 was generated for every pound spent.

It was discovered that the tourist board’s website, was a key tool in generating interest in both campaigns. 44% of people surveyed said they found out about the Visitor Guide online, while more than half had become aware of the Elements campaign through the website. E-mail was also an effective medium – informing one in four of those surveyed about the Visitor Guide, and a third of those surveyed about the Elements campaign.

These research people are unbelievable. How do they get the figures so exact?


About peakdistrictview

The Peak District has everything you need for short breaks, holidays or long stay vacations. Through our 360 degree pano viewing experience take the opportunity to look at the landscape, market towns, and villages of the Peak District that make it such a special place. Discover the hidden gems of the area from the rugged heather clad moorland of the Dark Peak, to the gently rolling dales of the White Peak. Find out about Chatsworth, Alton Towers, Bakewell, Castleton, Peak National Park information, castles, houses, caves, river valleys, reservoirs, heritage sites and much much more.
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