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Visit County Durham and Barmy Army partnership  set to bowl cricket fans over
Visit County Durham and Barmy Army partnership set to bowl cricket fans over

Visit County Durham and Barmy Army partnership set to bowl cricket fans over

Today is the day of the One Day International (29 June), which will see England take on Sri Lanka at the Emirates Riverside, and Visit County Durham has been partnering with the Barmy Army to encourage cricket fans to stay longer and experience more of the county.

Visit County Durham and Barmy Army partnership 
set to bowl cricket fans over
L-R Chris Millard, Barmy Army Managing Director; Michelle Gorman, Visit County Durham Managing Director; Sally Dixon, Beamish Museum Assistant Director Partnerships and Communications; Adam Canning, Barmy Army Commercial Director

Excitement is high for the sold-out match, which will be the first opportunity for England fans to see the 2019 World Cup winning team on home soil following a year of fixtures played behind closed doors.


Capitalising on the global recognition of the Barmy Army brand, destination management organisation Visit County Durham secured a promotional partnership which has included an e-newsletter and social media campaign, as well as two instalments of the Barmy Army Podcast and YouTube series.


Michelle Gorman, managing director of Visit County Durham, said: “Durham bowled cricket fans over when the county received world-wide attention during the ICC Men’s Cricket World Cup in 2019, which saw three matches played at the Chester-le-Street ground. We are thrilled to be hosting the first England game on home soil for some time, and the atmosphere is certain to be electric. This partnership helps us build on the profile achieved in 2019, ensuring that the vast cricket audience around the globe gets to see how incredible the county is, and if attending an international game here, why they should certainly stay a little longer.”


Adam Canning, Commercial Director at the Barmy Army, adds: "We are delighted to be working with Visit County Durham to promote the area and key tourist attractions in the build up to the England vs Sri Lanka match. We have a number of events scheduled around the game and are keen to promote longer-stay breaks to our members and followers to enjoy everything the county has to offer".

Beamish, The Living Museum of the North, is one of the attractions set to benefit from the partnership, and Sally Dixon, Assistant Director Partnerships & Communications, welcomes the activity: “We very much welcome Visit County Durham’s partnership with the Barmy Army. Their strategy of harnessing the potential of events to extend visits and disperse visitors across the wider county benefits attractions, including Beamish, by driving visits and reaching new audiences. It’s exactly what the tourism sector needs right now as we emerge from the pandemic.


 As one of the region’s top attractions, and with such close proximity to the Chester-le-Street ground, we’re hoping that the partnership will encourage spectators to make the most of their visit to the North East and experience our award-winning museum.”


Marketing activity delivered through the partnership will not only reach ticketholders for the June fixture, but will also inspire the worldwide audience of the Barmy Army, who across social media alone, achieved an audience reach of 34 million during England’s most recent tour in January 2020.

Published: 29, June, 2021

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