A toolkit was developed for use across all elements of the programme, providing information for press packs, presentations, itineraries, adverts, websites and media activity.
Destination overview, ‘Top 10’ and ‘Did you know’ copy
Photos and video footage supplied
Great ways to see more
Experiences and events
Hands on history
Royal and noble connections
Artists, writers and poets
AONBs and National Parks
Eat where it’s made
All trade markets:
Hands on history
Australia - Inspiring landscapes
China - Inspiring landscapes
Netherlands - Hands on history
US - Inspiring landscapes
Durham Cathedral and Castle, Durham City, Crook Hall, North Pennines AONB, Durham Dales, Beamish Museum, High Force, Stanhope, Raby Castle, Teesdale Way, Weardale Way, electric bikes, Heritage Coast, Seaham
Step in to 1,000 years of history
Landscapes that inspired Turner
Durham’s historical treasure troves
Cunard Three Queens 175th anniversary event
Durham featured in content as part of the press pack to 10 x international journalists.
Newcastle / Newark new air route campaign
Durham and products featured on the campaign website and as part of the Lonely Planet partnership:
Competition (Lonely Planet and campaign sites):
The Bowes Museum / Yves Saint Laurent; Beamish Museum; Durham Cathedral and Castle; Palace Green Library / Magna Carta; Lumley Castle
Content within the following sections - Vibrant cities, Coast and countryside, History and heritage
Content in the following - One night, Unique city experiences, UNESCO World Heritage Sites, Outdoor and active, City break
Lonely Planet (content developed by Lonely Planet)
AAA magazine (US lifestyle) - The Bowes Museum / Yves Saint Laurent
2016 media stories
On-territory press activity took place in all markets, with press packs being collated containing key 2016 stories. The following were included for Durham: Open Treasure; Kynren; UNESCO World Heritage Site 30th anniversary.
Press receptions have taken place in all overseas markets, with Durham imagery and content included in presentations and press packs.
Itineraries for the Australian Travel Trade
Itineraries developed for the Australian travel trade to gain exposure within travel industry brochures (one featuring Durham already printed in Tempo brochure): Durham City; Durham Cathedral and Castle; Undercroft Restaurant; Crook Hall; Beamish Museum; DH1.
Stately Homes and Garden travel trade event -Destination copy and images provided to buyers.
Destination Britain China trade event - Destination imagery used at the event.
Durham selected as one of only four destinations to feature in a series of short videos.
Durham City skyline was a hero image for the programme, so was part of the photoshoot managed by VCD to obtain new images.
A drone image of the skyline was also commissioned, and Beamish and Crook Hall were included in a second photography project. All images will be used post-campaign and will feature on the VisitEngland image library for use by the media and travel trade.
Agent North online travel trade training programme
Durham content and images featured as part of the training programme.
VEMEX and TBEX
Durham information used at these events in the US, which targeted journalists, bloggers and Youtubers.
Consumer campaigns ran in all markets, with Durham featured in campaign activity and as a competition element in the campaigns running in Germany, the Netherlands, Australia and the US.
Consumer campaign websites
Durham featured on the native language sites, as well as the main Northern England website.
7 places in Northern England to find your creative genius
8 places in Northern England gracing a screen near you
9 of Northern England’s most awe-inspiring national parks and AONBs
9 places to time travel in Northern England
9 right royal escapes in Northern England
9 ways to get your adrenalin pumping in Northern England
Northern England highlights: Durham City
Northern Highlights: Durham Cathedral, Crook Hall, Durham City
Steam trains, historic cathedrals and Dracula: Beamish Museum, Durham Cathedral and Castle
Places to visit section:
Link to thisisdurham.com