Pictured at Raby Castle , from left , are : Michelle Gorman , managing director of Visit County Durham ; Pam Porter , operations and events manager at Locomotion ; Edward Perry , chief executive of The Auckland Project ; Cllr Elizabeth Scott , Durham County Council ’ s Cabinet member for economy and partnerships ; and Rhiannon Hiles , chief executive of Beamish , The Living Museum of the North .
CAMPAIGN ENCOURAGES VISITORS TO ‘ DO DURHAM DIFFERENTLY ’
Durham ’ s unique and diverse experiences , world-class attractions and eclectic accommodation are the inspiration behind a new campaign aimed at boosting the county ’ s visitor economy .
Do Durham Differently is the latest national destination marketing campaign from Visit County Durham and encourages visitors to take a fresh look at what is on offer , explore more and try out new activities .
Visit County Durham – Durham County Council ’ s tourism service – has teamed up with partners across the visitor economy for the campaign to help showcase the variety that exists in the county .
This includes Locomotion , Raby Estates , The Auckland Project and Beamish , The Living Museum of the North .
From cycling and stargazing to fascinating museums and fantastic food and drink – there are endless possibilities for an incredible holiday in Durham .
And Do Durham Differently will share this message with millions of potential visitors through targeted marketing activity , including editorials with national media , influencer commissions and digital advertising .
It comes as research reveals Visit County Durham ’ s previous national destination marketing campaign , Memorable Moments , generated millions of pounds in visitor spend and reached more than 2.25 million people .
The campaign also follows the publication of national industry research , which showed tourism contributed more than £ 1 billion to Durham ’ s economy for the first time ever in 2022 .
Do Durham Differently will encourage people to spend longer in the county and explore a wider area . It will run from autumn 2023 to spring 2024 , helping to extend the tourist season by attracting visitors outside of the peak summer period .
Duncan Peake , Interim Chair of Visit County Durham and chief executive of Raby Estates , said : “ Following the success of Memorable Moments and the recent visitor economy figures , we are keen to keep the momentum going and attract even more people to the county .
“ By teaming up with partners across the sector for the Do Durham Differently campaign , Visit County Durham can deliver additional , high-profile marketing activity that shines a light on just how much there is to do in Durham .
“ Whether that be an invigorating walk along the Durham Heritage Coast followed by afternoon tea at a luxury hotel ; or marvelling at treasures at a museum or gallery followed by a night under the stars in a cosy glamping pod .
“ Add award-winning attractions , heritage sites and fantastic places to eat and drink to the itinerary and you really are spoilt for choice .”
Cllr Elizabeth Scott , Durham County Council ’ s cabinet member for economy and partnerships , said : “ Encouraging visitors to stay longer is crucial to supporting tourism businesses and delivering sustainable economic growth .
“ People who stay overnight spend on average 89 per cent more than day visitors per trip . In fact , they were responsible for almost half of the £ 1 billion generated in 2022 , despite only making up nine per cent of the total number of visitors .
“ Do Durham Differently will support our efforts to increase overnight stays by providing a wealth of staycation inspiration to suit all ages , tastes and budgets .
“ And by promoting Durham as an inclusive year-round destination , it will also help to extend the visitor season , providing a further boost to businesses .”
Further Do Durham Differently partners include : Durham Cathedral ; Ushaw : Historic House , Chapels and Gardens ; The Bowes Museum ; Seaham Hall Hotel ; Headlam Hall Hotel ; the Rose & Crown at Romaldkirk ; Hotel Indigo and Radisson Blu Durham .
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