Press Release

Visit County Durham has joined forces with a leading influencer marketing agency for a campaign that is positioning Durham as the place to go to make memories.

Memorable Moments draws upon Durham’s amazing heritage, culture, countryside, and coast, along with its great places to eat, drink and stay, to market the county as the perfect staycation destination.

As well as teaming up with tourism businesses across the sector, Visit County Durham, the county’s destination management organisation, also enlisted the support of Traverse, a digital influencer marketing and events agency.

Creating relatable content

With visitor experience at the heart of the campaign, Visit County Durham was keen to collaborate with influencers to create content that showed real people having their own memorable moments in the county. This content would then be shared on both the campaign and influencer channels.

Memorable Moments showcases key themes for the county, including heritage, the outdoors, culture, and food and drink – and, through Traverse’s expertise and extensive influencer database, three talented and creative content creators came on board.

Monica Stott, of the Travel Hack, showcased family-themed activities; Sophie Davis, of Sophie’s Suitcase, experienced the outdoors; and Mansoureh Farahani, of Travel with Mansoureh, focused on culture and heritage.

Fantastic feedback

Michelle Gorman, managing director of Visit County Durham, said: “Showcasing the high-quality visitor experience on offer across the county is a key part of all our communications and marketing activity, but it is especially pertinent for the Memorable Moments campaign.

“That’s why, when it came to creating new content, we wanted to show real people making memories in the county. Working with influencers was the ideal way to produce the relatable and inspirational content that consumers want, and Traverse’s expertise proved invaluable in this process.  

“We are thrilled with the activity Monica, Sophie and Mansoureh delivered and have received fantastic feedback from partners.”

Utilising skills

Michael Ball, co-founder and director of Traverse, said: “We were delighted to be able to work with Visit County Durham on the Memorable Moments campaign and help to showcase such an incredible part of the country to a wide audience through the content created by Mansoureh, Sophie and Monica.

“Using influencers to create content both for their own channels and as video guides for Visit County Durham’s channels was an original way to really utilise the wide range of skills of the three hand-picked creators.”

The Memorable Moments campaign runs until March and aims to boost Durham’s visitor economy during the autumn, winter and spring months by extending the season and driving new visits. It is being supported by some of the county’s biggest attractions, including Locomotion, The Bowes Museum, The Auckland Project and Beamish, The Living Museum of the North.