Campaign launched to attract more visitors for short breaks

Marketing Peak District & Derbyshire has teamed up with Derby City Council’s Visit Derby team to launch a new campaign aimed at inspiring more visitors to experience the best of what the city and county have to offer.

Supported by funding from VisitEngland, the Escape the Everyday campaign encourages visitors to enjoy the best of both worlds on a Derby-based short break this summer.

A unique range of experiences in the area are available to book as part of the campaign, which aims to support the recovery of cities and regional gateways by promoting short breaks and boosting visitor spend.

The local campaign aligns with VisitEngland’s national Escape the Everyday campaign, which has been running for two years.

It marks the second year running that Marketing Peak District & Derbyshire, the area’s official destination management organisation, has been successful in its bid for VisitEngland funding to deliver the national campaign on a local level.

The campaign runs until the end of June and positions Derby as a great base for a cultural break, where visitors can discover the UK’s most central city, while exploring the nearby delights of Britain’s original National Park and the wider county of Derbyshire.

It targets 25 to 34-year-olds living in the UK with no children, and will run across digital channels, including Facebook and Instagram.

The campaign directs visitors to the Escape the Everyday website, where visitors can book a range of Derby experiences, including canoeing on the River Derwent, sampling street food at Bustler Market and track cycling at Derby Arena.

The Peak District and Derbyshire’s outdoor offer is also showcased through hands-on activities including abseiling, rock climbing and alpaca walking.

Jo Dilley, managing director of Marketing Peak District & Derbyshire, said: “We’re delighted to be one of the destinations across England to have been successful in bidding for VisitEngland’s Escape the Everyday funding and, together with our partners at Visit Derby, we look forward to encouraging visitors to enjoy the best of both worlds on a Derby-based short break this summer.

“Whether you are looking to discover rich cultural heritage, stay in a peaceful retreat or enjoy adrenaline-fueled adventures, Derby is the perfect base for exploring the wider Peak District and Derbyshire area and this campaign aims to showcase the sheer quality and variety of our unique city and countryside offer.

“As well as supporting the recovery of local visitor economy businesses, this campaign also paves the way for future partnership working with Visit Derby to help raise the profile of our destination as a whole and boost long-term growth.”

Stella Birks, visitor services and development manager of Derby City Council’s Visit Derby team, said: “Together with our partners at Marketing Peak District and Derbyshire we have worked with our Derby businesses to create exciting bookable experiences in Derby and the wider area.

“This campaign is a great way to support the recovery of Derby’s visitor economy, as well as showcasing what a fabulous place Derby is to visit and the experiences available.”

To find out more about the campaign please click here.