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Peak District to hit the small screen

By Leek Post and Times  |  Posted: January 18, 2014

By Belinda Hargreaves

Celebrating the launch of the Peak District's first-ever television commercial are (left to right): Andrew Pugh, Chairman, Visit Peak District & Derbyshire; Councillor Caitlin Bisknell, Leader of High Peak Borough Council; David James, Chief Executive, Visit Peak District & Derbyshire; Mark Thomas, Creative Director, Soup Co and Araam Tehrani, New Media Manager, Visit Peak District & Derbyshire.

Celebrating the launch of the Peak District's first-ever television commercial are (left to right): Andrew Pugh, Chairman, Visit Peak District & Derbyshire; Councillor Caitlin Bisknell, Leader of High Peak Borough Council; David James, Chief Executive, Visit Peak District & Derbyshire; Mark Thomas, Creative Director, Soup Co and Araam Tehrani, New Media Manager, Visit Peak District & Derbyshire.

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SUPER stardom beckons for the Peak District as it features in its first-ever television commercial – part of a £150,000 multi-media campaign to bring in more staying visitors to the region and boost the economy.

Millions of viewers in ITV's Anglia and Central (East and West) regions are being targeted in official tourist board Visit Peak District and Derbyshire's latest bid to persuade more people to book a short break or longer stay in the area.

The 30-second commercial – opening shot in the tourist board's new 'The World Away' digital, print and social media campaign – was launched at a special preview evening for invited guests in Buxton earlier this month and hit the small screen on Monday evening (January 13).

Around 130 of the tourist board's Patrons, partners, sponsors and members were treated to a private viewing hosted by High Peak Borough Council at the town's showpiece Pavilion Arts Centre.

The commercial, filmed and edited on behalf of the tourist board by Salford-based multi-media production company Soup Co, launches the second phase of the VisitEngland-led campaign 'Growing Tourism Locally', financed by the Government's Regional Growth Fund (RGF).

Thanks to RGF support, Visit Peak District & Derbyshire is forging ahead with marketing campaigns worth £600,000, including match funding from a range of private sector partners, to boost tourism spend and create thousands of jobs until 2015.

Many of the Peak's District best known and distinctive attractions, activities, transport and accommodation providers – including Chatsworth, The Heights of Abraham and the Monsal Trail – will be showcased in the groundbreaking commercial.

It will be broadcast in two phases – a significant push on the main ITV network during January and February, and then a follow-up using Video on Demand (VOD) in February and March. An extended version of 'The World Away' promotion, featuring even more inspirational footage of the area, will be the centrepiece of a new web portal, www.visitpeakdistrict.tv, on the tourist board's main website. This will go live on Monday to coincide with the launch of the commercial, and will link to the campaign's commercial sponsors, through features, competitions and film clips.

Visitors to the portal will have the chance to enter a major competition worth more than £1500, including: An overnight stay in the resort hotel and theme park tickets for four at Alton Towers; A three or four-night self-catering break for four at Darwin Forest Country Park; 12 months Gold 'Friends of Chatsworth' Membership; 12 months Family Season Ticket plus Champagne lunch on the first visit to The Heights of Abraham; Shopping spree at McArthur Glen East Midlands Designer Outlet; Twilight spa (including dinner) for two at Losehill House Hotel & Spa, Hope; Full Sprayway outfits for adults and two children; and a Tour of Thornbridge Brewery for four and two cases of Thornbridge bottled beer.

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