Admiral was employed by VisitTeesValley to handle tourism (and stakeholder) PR to promote the sub-region to national and three-hour drive time visitor audiences.
The campaigns promoted short breaks and day visits by highlighting four specific themes. National and regional media coverage was secured via coordinated familiarisation trips. Extreme sports and shopping themes were the focus of national press trips to combat preconceptions of the sub-region stemming from its industrial heritage, and challenge visitors to realise its diverse offering, particularly in regards to world-class sporting attractions.
Media activity was also focused on the ‘outdoor and active’ theme, which centered on travel platforms within the national press, along with lifestyle and specialist outdoor-themed publications to target audiences of thrill-seekers, families and those with special interests such as cycling, walking or surfing.