Tourism body scoops national award for marketing campaign

Visit Peak District & Derbyshire is celebrating after winning a national award for a marketing campaign promoting sustainable travel.

The county’s official tourism body scooped the Gold Award for Marketing Responsible and Sustainable Travel at the prestigious Travel Marketing Awards 2024.

It was recognised for its ‘Car-free Adventures’ campaign at a recent awards ceremony in London.

The awards celebrate brilliance in travel marketing and the Marketing Responsible and Sustainable Travel award recognises ‘organisations that have successfully promoted a more responsible and sustainable way to travel and genuinely made a positive impact on the planet’.

Visit Peak District & Derbyshire’s Car-free Adventures campaign ran throughout 2023 and encouraged visitors to choose greener transport options when travelling to, and getting around, the destination to help reduce congestion and protect local landscapes.

Developed in consultation with partners including the Bus Service Improvement Plan (BSIP) team at Derbyshire County Council and public transport operators Stagecoach and Northern, the campaign aimed to get more visitors out of their cars and onto public transport by promoting the area’s great bus and rail links.

The campaign showcased new and extended bus services – including Stagecoach’s hop on, hop off open top Peak Sightseer bus – and highlighted using public transport as a practical way for visitors to save money and reduce their carbon footprint, showing them how they can make their journeys part of the holiday experience.

The campaign included the development of leaflets promoting days out by bus, downloadable ‘car-free’ itineraries encouraging sustainable travel, and social media content including video reels showcasing greener days out that have so far reached over three million people.

There was also a special focus on attractions offering discounts to visitors arriving by public transport and travel schemes.

Jo Dilley, managing director of Visit Peak District & Derbyshire, said: “We’re delighted to have received this prestigious award, which recognises our ongoing commitment to growing and developing the area’s sustainable tourism offer.

“Working with our valued partners we are committed to reducing car journeys and supporting and promoting a greener way of getting to and around the Peak District and Derbyshire – protecting our precious landscapes and supporting local communities at the same time.

“Sustainable tourism plays a vital in role in growing our visitor economy and ensuring its long-term success, making a real difference to both visitors and residents alike, and we’re thrilled this campaign has not only achieved brilliant results, but also worthy recognition on a national level.”