Durham Coverage in Northern Tourism Growth Fund Activity

Durham coverage in Northern Tourism Growth Fund activity

Programme collateral

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 summary

Destination overview, ‘Top 10’ and ‘Did you know’ copy

Destination imagery:

Photos and video footage supplied

Theme summaries

Great ways to see more
Experiences

Press summaries

Experiences and events
Hands on history
Royal and noble connections
Film locations
Artists, writers and poets
AONBs and National Parks
Adventure activities
Eat where it’s made

Press/Trade itineraries

All trade markets:
Northern highlights
Hands on history
Australia - Inspiring landscapes
China - Inspiring landscapes
Netherlands - Hands on history
US - Inspiring landscapes

Destination overview:

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

Experiences

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
Campaign site:
Home page
Content within the following sections - Vibrant cities, Coast and countryside, History and heritage
Itineraries:
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)
Press trips:
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

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.

 

Videos

Durham selected as one of only four destinations to feature in a series of short videos.

 

 

Images

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

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.

 

List sections:

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

Itineraries:

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:

County overview

Accommodation:

Link to thisisdurham.com

 

Activity Examples

 

Newcastle – Newark microsite

 

 

 

Lonely Planet microsite

 

 

 

 

Tempo brochure

 
 

Consumer website – Netherlands

 

 

 

 

Main Northern England website

 

 

 

 

 

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