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?Follow @pdview