Admiral was employed by Visit County Durham (formerly County Durham Tourism Partnership) and to handle its tourism brief, promoting the city and surrounds as a visitor destination to national audiences and those living within a three-hour drive time.
The consultancy embarked upon a two-tier campaign that encompassed stakeholder and media relations.
Before rolling out a high-profile consumer focused campaign it was critical that all tourism and hospitality business across Durham had the skills necessary to promote their business to outside audiences. The consultancy developed and implemented a number of road shows across the county to help up-skill business on behalf of the Area Tourism Partnership. Over and above this to ensure, regular communication was established and maintained between Vist County Durham and its stakeholders via the production and distribution of a corporate newsletter, The Grapevine, delivered by the Admiral team.
Place marketing and visitor promotion activity centred around a series of creative campaigns that package Durham’s unique offering in fun and quirky ways.
‘Hidden Gems’ focused on raising the awareness of Durham’s hidden gems, encouraging people to take day trips and short breaks to uncover the hidden delights of the county. ‘City short breaks’ focussed upon Durham’s cultural heritage and targeted young couples, ‘empty nesters’, and those predisposed to taking city breaks. ‘Peace and tranquillity’, run in partnership with Northumberland Tourism and One North East, celebrated the region’s spirituality and tranquillity. As part of this campaign Admiral staged seven days of themed activities and events launched with a yoga event on the North Pennines and a celebrity photo-call with Bill Bryson.
Further activity has included the launch of Brass, Durham’s international festival, celebrating brass musical from all over the world; development and launch of a visitor guide and VIP pass to attractions around the county.