Inspired by its world-class attractions, distinctive lodging options, and unique and varied experiences, Durham is launching a new campaign to strengthen the county’s tourism industry.
Visit County Durham’s newest national destination marketing campaign, Do Durham Differently, invites travelers to explore more, do new things, and look at the area from a different perspective.
For the campaign, Visit area Durham, the tourist arm of Durham County Council, has partnered with various entities in the visitor economy to highlight the diversity of the area. Among these are Beamish, The Living Museum of the North, Raby Estates, The Auckland Project, and Locomotion.
Durham offers a plethora of options for an amazing vacation, from cycling and stargazing to fascinating museums and delicious cuisine and drink. Additionally, Do Durham Differently will use influencer commissions, digital advertising, and editorials in national media to reach millions of potential tourists with this message.
It coincides with data showing that Visit County Durham’s prior national destination marketing campaign, Memorable Moments, reached over 2.25 million individuals and brought in millions of pounds in tourist expenditures. The campaign also comes as national industry data revealed that, in 2022, Durham’s economy experienced its first-ever contribution of over £1 billion from tourism.
Go Durham Doing things differently will entice visitors to stay longer and see more of the county. It will take place from fall 2023 to spring 2024, drawing tourists away from the busiest summer months and extending the tourist season.
“We are eager to keep the momentum going and draw even more people to the county following the success of Memorable Moments and the recent visitor economy figures,” stated Duncan Peake, chief executive of Raby Estates and interim chair of Visit County Durham.
Through collaborating with industry partners on the Do Durham Differently campaign, Visit County Durham is able to provide more prominent marketing initiatives that highlight the abundance of things to do in Durham. For example, taking a stroll along the Durham Heritage Coast and stopping for afternoon tea at a five-star hotel; or gazing at artifacts at a museum or gallery and spending the evening in a cozy glamping pod beneath the stars. You have an abundance of options when it comes to the schedule when you include award-winning attractions, historical locations, and great places to dine and drink.
“It is essential to support tourism businesses and achieve sustainable economic growth to encourage visitors to stay longer,” stated Cllr Elizabeth Scott, a member of the Durham County Council’s Cabinet who oversees partnerships and the economy. Overnight guests spend 89% more money per trip on average than do day visitors. Though they accounted for only 9% of all visits, they were in fact accountable for nearly half of the £1 billion earned in 2022.
“Do Durham Differently will offer a plethora of staycation inspiration to fit all ages, tastes, and budgets, supporting our efforts to increase overnight stays.” Additionally, by highlighting Durham as a welcoming location all year round, it will contribute to extending the tourist season and giving businesses an additional boost.
The Rose & Crown at Romaldkirk, Hotel Indigo, Radisson Blu Durham, Seaham Hall Hotel, Headlam Hall Hotel, The Bowes Museum, and Ushaw: Historic House, Chapels, and Gardens are further partners of Do Durham Differently.
Visit County Durham has developed a special area on its consumer website with motivational information to assist individuals in organizing their vacation to the county as part of the campaign.
Source- Travel daily