The North East has been showcased in the US as part of a marketing campaign to help grow inbound visits to the region, in partnership with national tourism agency VisitBritain.
The spotlight was shone on a range of attractions and activities, showcasing themes including icons, film locations, adventure, and food and drink, which have great appeal in the US market. Some of the North East’s most iconic sites featured in the advertising activity, including Bamburgh Castle, Durham Cathedral and Newcastle’s famous bridges, making the campaign capture the interest of American travellers.
Destination management organisation Visit County Durham, Durham County Council’s tourism service, led on the initiative on behalf of the region, which saw the North East become part of VisitBritain’s multi-million-pound international co-operative consumer marketing campaign.
Delivered in partnership and with funding from fellow Local Visitor Economy Partnerships Visit Northumberland and NewcastleGateshead Initiative, the campaign promoted the region to over 3.5 million potential visitors through targeted digital marketing and social media activity.
With activity aiming to make Britain the destination of choice in the USA, Britain’s most valuable inbound visitor market, the awareness and appeal of the region has been raised following the high impact campaign, driving consideration to visit and bookings.
Cllr Lyndsey Fox, Durham County Council’s Cabinet member for economy and partnerships,said: “The visitor economy is vital to County Durham and the North East, supporting thousands of jobs. This campaign has shone a light on what we have to offer and has helped to raise our profile internationally by highlighting the range of attractions and activities to the US market. Working in partnership is key to being able to showcase the North East to international visitors who we know are now seeking new experiences outside of London and other well-known destinations. This makes the North East perfectly placed to capitalise.The campaign also supports the aims of Destination North East England, the first-ever regional tourism pilot, which has identified inbound tourism as representing a huge growth opportunity for the North East.”
John Marshall, Chair of Destination North East England said: "The spotlight is deservedly on North East England as blockbuster films and TV productions put our region in the frame. It's fantastic to see our visitor economy come together to maximise this opportunity to attract film fans and 'set jetters', working with VisitBritain to tell our story around the world. From providing the backdrop for Quidditch lessons to playing a pivotal role in one of the most hotly-anticipated films of the year, 28 Years Later, it's fantastic to see our Destination North East England partners collaborating on such a grand scale. This is exactly what being England's first Destination Development Partnership is all about - unlocking the region's untapped potential and exploring avenues for real visitor economy growth, together."
