Stunning Northumberland destinations such as the Holy Island of Lindisfarne, Kielder Forest, Hexham and the Tyne Valley, a recreation of the much-loved Sycamore Gap along Hadrian’s Wall, and Rothbury are set for a boost following the much-anticipated release of blockbuster movie 28 Years Later.
The locations feature extensively in a dynamic new regional campaign delivered in partnership with Destination North East England, VisitBritain, NewcastleGateshead Initiative, Visit County Durham, and Sony Pictures Entertainment
A multi-channel ‘Destination North East England – Visit If You Dare’ co-promotional campaign launched in celebration of the cinematic release of 28 Years Later, inviting audiences to uncover the cinematic beauty, dramatic landscapes, and unique visitor experiences found throughout Northumberland and the wider North East.
Designed to harness the power of film tourism, the campaign highlights both filming locations and iconic regional landmarks while encouraging visitors to explore further and discover the diverse attractions Northumberland has to offer.
Andrew Fox, Chair of Visit Northumberland said, “We are confident Northumberland's visitor economy will receive a boost because of the release of 28 Years Later. The campaign positions Northumberland as a must-see destination for film lovers and adventurers alike. We look forward to welcoming new visitors drawn by the magic of the movies – and the unforgettable experiences that await them, not just at the key filming locations, but also at the places nearby to profile where they can stay, visit, eat and enjoy endless experiences across the county.
Playing a prominent role as a filming location, East Kielder Farmhouse within the majestic Kielder Forest became Northumberland’s centrepiece for the campaign. Alongside partner destinations across the North East, a series of branded biohazard symbol and campaign hashtag projections, also delivered at landmark sites including Newcastle Castle, Tynemouth Priory, Raby Castle, and others, drawing attention to the campaign across digital and physical spaces.
Social media played a key role in amplifying the promotional message. We have coordinated influencer visits with leading content creators including UK-based film tourism specialist Melissa Maddock (@melmadawg with 1Million+ followers) and Berlin-based travel photojournalist Jeorg Nicht (@jn with 500K+ followers). Their itineraries showcased stunning Northumberland destinations such as Hexham, Hadrian’s Wall, Holy Island, and Rothbury. Their content – guaranteed through stories, reels, posts, and blogs – has already begun to reach global audiences.
This digital engagement was further bolstered by VisitBritain’s targeted promotion in the US, Germany, Australia, and the Netherlands, with additional media coverage anticipated across France, Italy, the Nordics, and Spain. A dedicated 28 Years Later campaign page has been created with an e-newsletter shared with our 50,000-strong consumer database, while the Visit Northumberland partner business community has received campaign insights via our latest B2B partner newsletter.
To celebrate the film’s release on 19 June, we were delighted to work with North East Screen to host the regional gala screening featuring Oscar-winning Director Danny Boyle an stars from the film.
This campaign has been made possible through the invaluable support of our local and regional partners, including Matfen Hall Hotel, Tempus Hotel (Doxford Group), Hesleyside Huts, Forestry England, English Heritage, National Trust, Roman Vindolanda, Visit Hexham, Adventours (Hexham Hidden Horror Tour), and Visit Berwick.
‘Visit If You Dare’ is a bold and imaginative campaign that positions Northumberland as a must-see destination for film lovers and adventurers alike. We look forward to welcoming new visitors drawn by the magic of the movies and the unforgettable experiences that await them here in the North East.
