Destination North East England, the first Destination Development Partnership in the country, alongside its delivery partners, is leading on multiple international marketing campaigns which seek to use the region’s starring role in film and TV to draw in “set jetting” tourists.
The multi-channel campaigns target would-be travellers in key markets including Germany, The Netherlands, France and the US. National tourism agency VisitBritain, in partnership with Expedia Group, has also launched an international campaign to put regional destinations in the North East of England, Scotland and Wales in the spotlight and drive bookings, using Expedia Group’s global reach to inspire visitors from Australia, France, Germany and the USA to visit.
The campaigns, which represent “hundreds of thousands of pounds” of marketing investment are aligned with VisitBritain’s international #StarringGREATBritain programme which focusses on the set jetting trend, encouraging tourists to explore famous filming locations and delve into the movies and TV shows filmed in the region.
Throughout the spring, the campaign activity has been showcasing the region around the world, contributing significantly towards Destination North East England’s goal of doubling the value of the visitor economy over the next ten years. The marketing activity stands to reach millions of potential travellers.
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The first of the campaigns which launched in January comes after North East England was one of only two destinations (the other being Manchester) to be awarded Gateway Innovation Funding from VisitBritain. The funding, supported by DFDS has resulted in a major, multi-channel campaign in Germany. This campaign will also run in The Netherlands, part-funded by the North East Combined Authority, focussing on attracting active travellers via the DFDS ferry connection into the Port of Tyne including cyclists, ramblers and hikers.
Alongside the German and Dutch activity, and as well as featuring heavily in Expedia’s ‘GOT THE SHOT’ campaign, North East England is also being marketed to French and German travellers in collaboration with Expedia and Newcastle International Airport. The marketing activity hopes to capitalise on the airport’s new European connections to the French capital and Germany with a dedicated landing page on Expedia’s platforms designed to showcase the best the region has to offer.
Would-be travellers from the USA are also being encouraged to book a trip to the region through targeted digital advertising activity led by Visit County Durham alongside NewcastleGateshead Initiative and Visit Northumberland. It sees North East England form a key part of Visit Britain’s multi-million-pound international co-operative consumer marketing campaign, with activity aiming to make Britain the destination of choice in the US, Britain’s most valuable inbound visitor market.
The campaigns aim to showcase all corners of the region, from breathtaking coastlines and tranquil countryside to vibrant towns and cities to eager tourists – especially those who are keen to explore some of the region’s iconic film and TV locations, that have lit up the box office in recent years.
The region’s burgeoning screen industry continues to be a huge asset for the tourism sector, with TV shows like ITV’s Vera and blockbusters like Danny Boyle’s 28 Years Later – set to release this summer – showcasing some iconic landscapes and locations to audiences around the world. As work continues on the landmark Crown Works Studios development on Wearside and more productions seek to point their cameras in the North East’s direction, tourism leaders hope this will inspire more visitors to walk in the footsteps of their favourite TV and film stars.
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Destination North East England is led by NewcastleGateshead Initiative on behalf of the region, working with delivery partners Visit Northumberland and Visit County Durham and in partnership with all seven local authorities to unlock the growth potential of the visitor economy.
Chair of Destination North East England John Marshall said: “Telling the North East’s story around the world is key to our ambition to double the value of the visitor economy over the next ten years. By aligning with the Starring GREAT Britain programme to shine a light on our incredible screen sector and through the power of strong partnerships with Visit Britain, DFDS, Expedia and Newcastle International Airport, we look forward to welcoming more visitors to our special part of the world.”
Chief executive of North East Screen Alison Gwynn added: “The North East has some of the best filming locations in the world and a rich history of iconic films and TV shows that have attracted tourists to the region.
“Production in the region is already up 89% in the past two years, and our ambition is to see the North East become one of the leading destinations for world class film and TV production in the next 10 years.
“Aligning our ambition to brilliant initiatives curated by those rock star filming destinations like Alnwick Castle, Durham Cathedral and Cragside, will not only attract more global productions, but also introduce new audiences to some of the hidden gems the region has to offer.”
