A new campaign from destination management organisation Visit County Durham inspires consumers to 'Escape the Everyday' in Durham this summer.

The campaign, which received grant funding from VisitEngland's Destination Management Organisations' (DMO) Recovery Marketing Fund, will see local recovery marketing activities delivered by Visit County Durham, aligned to VisitEngland's UK-wide Escape the Everyday campaign. 

In partnership with tourism businesses across the county, the campaign promotes experiences bookable directly on thisisdurham.com, supporting DMO sustainability and recovery during the pandemic, directly supporting businesses, and providing inspiration and information for the consumer in planning and booking domestic days out and short breaks.

Ivor Stolliday, chairman of the Visit County Durham Ltd board, said: “We were thrilled to be successful in the highly competitive VisitEngland DMO Recovery Marketing Fund, achieving the highest grant amount available. The campaign plays an important role in supporting businesses and driving short term growth, ensuring the county capitalises on the summer domestic market. But it will also raise the profile and appeal of the county with key markets, bringing longer-term benefits to the visitor economy.”

VisitEngland Director Andrew Stokes adds: “VisitEngland is delighted with the number of innovative and high-quality submissions to the fund. Our priority is to support the industry through crisis to recovery and beyond, and this funding will inspire future travel, getting us out exploring and discovering the outstanding destinations and quality attractions right here on our doorstep.

“It will also support local businesses who have been working so hard to welcome visitors back safely, adapting and innovating to meet new ways of working and still providing a great visitor experience.”

Campaign activity being delivered by Visit County Durham will run until the end of July, and is set to include TV commercials, digital display adverts on key websites, influencer commissions and radio advertising, featuring tourism businesses taking part in the campaign.

Allison Raper from Teesdale Cheesemakers, one of the experiences showcased in 'Escape the Everyday in Durham', welcomes the support: “We are excited to be part of the campaign, which provides us with real support as we recover from the impact of lockdown. Activity will put us in front of more consumers, extending the reach of our own channels, and showcasing the incredible experiences on offer.”

The campaign website can be viewed at: www.thisisdurham.com/escape
ENDS

All enquiries:
Sarah Johnson, Marketing and Communications Manager, Visit County Durham
M: 07881 268 983 E: sarah.johnson@visitcountydurham.org

Twitter: @VCDBusiness   Facebook: VCD Business   LinkedIn: Visit County Durham

Images:
Caption:           Durham campaign set to serve up incredible experiences
Location:         Teesdale Cheesemakers
L-R:                 Allison Raper, Teesdale Cheesemakers; Ivor Stolliday, Chairman of Visit                           County Durham Ltd; Jonathan Raper, Teesdale Cheesemakers

About the 'Escape the Everyday' DMO Recovery Marketing Fund:

• VisitEngland, as the tourism delivery partner for the GREAT Campaign, launched in September 2020 the UK-wide domestic marketing campaign, Escape the Everyday. The campaign aims to support the UK's tourism industry to recovery by encouraging consumers to explore, discover and treat themselves on a UK short break as and when COVID-19 related restrictions allow and when they are ready to travel.
• The Fund provided the opportunity for England's DMOs to apply for grant funding to deliver local marketing activities aligned to the national campaign (in spring 2021).
• Visit County Durham is working with local tourism businesses to create Escape the Everyday guides and content, including bookable product experiences available for the consumer to purchase on their own destination website.
• The Fund is supporting DMO sustainability and recovery during the COVID-19 pandemic, creating opportunities to directly support their businesses and provide increased choice and information for the consumer in planning and booking domestic breaks and experiences.

About Visit County Durham: 

• Visit County Durham is the destination management organisation (DMO) for County Durham working on behalf of businesses and public agencies, we came into being on 1 April 2006.
• Our purpose is to provide strategic added value, coordination and leadership for tourism activity and the visitor economy in the county, working in partnership with public agencies, private sector, and tourism businesses. We deliver Durham County Council's destination management, destination marketing and place marketing functions. We are supported by a private, not-for-profit company limited by guarantee, with a board of directors.
• Visit County Durham assists the county to fulfil its potential as one of North East England's lead destinations, attracting visitors to the region from across the UK and from target overseas markets. Our objective is to ensure that the tourism sector performs to its maximum potential and brings economic benefits to the county in the form of wealth and job creation. Our broad aims are to attract people to the county by raising its profile and appeal, and to provide visitors with the best possible experience.

About VisitBritain/VisitEngland:

• VisitBritain/VisitEngland is the national tourism agency – a non-departmental public body funded by the Department for Digital, Culture, Media & Sport (DCMS)
• Working with a wide range of partners in both the UK and overseas, our mission is to grow the volume and value of inbound tourism across the nations and regions of Britain and to develop world-class English tourism product to support our growth aspirations. For further information and to access the latest in-depth market intelligence and statistics visit visitbritain.org or www.visitbritain.com and www.visitengland.com for consumer information.