Visit County Durham is set to launch a three year campaign, with the aim of increasing awareness of the region, and has appointed advertising and design agency Stark Hartley Atkinson to help achieve this.
The campaign is funded by £450,000 from the government’s Regional Growth Fund (RGF) administered by VisitEngland and with £210,000 funding provided by cash and in-kind contributions from tourism operators and local partners.
Sarah Johnson, marketing manager for Visit County Durham said: “We’re delighted to have Stark Hartley Atkinson helping us develop our campaign. They came up with a simple, but highly effective way in which we could build on the strength of our current brand, and add value to it. This campaign marks a real milestone in bringing the brand to life.”
The campaign will focus on three main themes: cycling and walking, heritage, and food and drink.
The cycling and walking theme will come first, with the campaign launching this month and running until April 2013.
Daran Atkinson, creative director at Stark Hartley Atkinson, said: “Durham is one of the most beautiful yet under-explored areas of the country. Many people associate Durham exclusively with the cathedral, the castle and the university – essentially the crown jewels of Durham City. However, the county is much, much more than the city. It encompasses spectacular, unspoiled countryside and a wonderful stretch of heritage coastline.
“We felt that the existing line ‘this is Durham’ was the ideal springboard to creating a far wider understanding of everything the county has to offer but that it had never really been brought to life. We will be using it in combination with stunning imagery and around major events and festivals to inspire many more visits to the countryside and the coast as well as the world class city.”