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Visit Peak District
& Derbyshire
visit peak district
& derbyshire
DMO annual report
2011 – 2012

England’s
great outdoors
The Visit Peak District
& Derbyshire board.
The Board
Andrew Pugh (Chair) – Heights of Abraham
Cllr Andrew Lewer – Derbyshire County Council
George Cowcher – DNCC
Cllr Alan Tomlinson – Bolsover District Council
Sir Richard Fitzherbert – Tissington Hall & Estate
Cllr Geoff Stevens – Derbyshire Dales District Council
Sally Hogg – Chatsworth
Ruth Doyle – The Camping and Caravanning Club
Matt Doran – National Trust
Paul Bayliss – Derby City Council
Steve Brailey – Sheffield International Venues
Dr Roger Clarke – Peak District National Park Authority
Paul Roden – Losehill House Hotel
Cllr Ian Huddlestone – High Peak Borough Council
Peter Dewhurst – University of Derby
Cllr Michael Stanton – South Derbyshire District Council
Sue Norgrove-Moore – Party Houses
Cllr Stuart Bradford – Amber Valley Borough Council
Brendan Flanagan – Tatton Park
Public Sector Advisors
Nick Hodgson – Derbyshire County Council
Jim Dixon – Peak District National Park Authority
Visit Peak District
& Derbyshire
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02
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About Us
Visit Peak District & Derbyshire Destination Management
Organisation (DMO) is a public/private sector partnership,
supported by all the local authorities in the Peak District &
Derbyshire, and committed to the successful and sustainable
development of tourism and the visitor economy.
Our Vision is:
To maximise tourism’s contribution towards the economy,
employment and quality of life within the
Peak District & Derbyshire.
Our aim
Looking Forward to 2012/13
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04
To grow the value of domestic and business tourism
in the Peak District & Derbyshire by 5%
Our Key Objectives are to:
• Offer a compelling destination of distinction through the
development of a sophisticated ‘Attract’ strategy
• Complement the attract strategy with an innovative
‘Dispersal’ Strategy offering reasons to stay longer and
repeat visit
• Continually improve engagement with the private sector
and increase investment from industry players
• Become the main marketing promotor for festivals and
events in Derbyshire
• Grow business tourism in Derbyshire, by attracting more
conferences, exhibitions and meetings
• Focus marketing campaigns during shoulder periods
to create sustainable economic growth for tourism
businesses over twelve months of the year.
Visit Peak District
& Derbyshire
We look forward to 2012/13 with great
excitement as we drive ahead to take
advantage of our ‘Destination of Distinction’
badge to ensure that the Peak District
competes on the national and international
stage.
Our core funding requirements continue to
focus our minds for our financial sustainability
and the continued support of every local
authority in our destination is vital for not only
our survival but our development. Private
sector income is certainly a major priority as
we see public contributions put under severe
pressure year on year.
Our strategy of ‘attract and disperse’ leading
with the Peak District brand has seen new
strategic partners such as Sheffield City,
Cheshire East Council and Kirklees Council
join us which is excellent news. We are now
recognised by Visit England for our ‘cross
border’ work and as such regarded as one of
only 4 ‘Pathfinder’ DMO’s in England. Quite
an achievement for an organistion only
6 years old.
From Visit England’s own research, the
Peak District is now ranked as the 6th most
appealing destination in England so we are
well on target to be recognised as a world
class tourism destination.
David James CEO of Visit Peak District & Derbyshire
DMO with Lady Cobham, Chair of Visit England
We are piloting work under our dispersal
strategy and we look forward to reporting on a
number of new initiatives next year which will
hopefully see visitors staying longer and repeat
purchasing our destination.
Membership is now at the very heart of what
we do and from April 2012 to work with us
and advertise with us, membership is a
prerequisite. Our aim is to attract over 500
members in 2012/13 and also see new supplier
members benefit from our work. In addition, we
are approaching select people and businesses
to become Patrons and we were delighted that
the Duke of Devonshire became our very first
Patron this year.
I have no doubt that 2012/13 will be a
challenging year but we are ‘up for it’, and look
forward to spreading the word, to the world,
that our destination really is a destination of
distinction to compare with the very best in
the world.
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Where will the DMO’S
ANNUAL INCOME come from
in 2012/13?
Marketing contribution from Staffordshire, Sheffield & Cheshire DMO’s 5%
Private Sector – membership & advertising 34%
Public Sector 45%
Visit England 16%
Visit Peak District
& Derbyshire
How will the money be
spent in 2012/13?
Other Costs 13%
Salaries 21%
Membership & Sales development 2%
Marketing & Press 64%
‘‘
The Visit Peak District & Derbyshire destination management
organisation (DMO) is a private and public sector partnership,
led by a commercially focussed private sector, and reliant
upon financial support from our partners and members, who
contribute membership fees and advertise in our publications
and websites.
This private sector income is the vital catalyst to attracting
public sector support and sponsorship income from large
commercial partners. The graphs on the facing page
demonstrate the importance we attach to marketing, and how
we spend the membership fees and advertising revenues
we receive. 65% of our entire income is spent encouraging
people to stay here, explore more and come back again.
We have ambitious targets for the future as we establish
ourselves as England’s Great Outdoors. We want to lengthen
our holiday season, attract visitors from further afield and
continue to improve the prospects and opportunities for
everyone involved in tourism in the Peak District & Derbyshire.
Andrew Pugh
Chairman of Visit Peak District & Derbyshire DMO
and managing director of Derbyshire’s oldest tourist attraction,
The Heights of Abraham.
’’
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C o n f e r e n c e
D e r b y s h i r e
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7 BENEFITS OF MEMBERSHIP
Financial summary 2011/12
Marketing Opportunities and Membership
£
You’re a part of England’s Great Outdoor Destination brand
Being part of the DMO - the “Tourist Board” to our visitors – clearly demonstrates
your commitment to building a successful destination of distinction and providing
an affordable quality product for visitors to enjoy. You no longer need to be
QUALITY ASSURED to feature on our website, saving members hundreds of
pounds a year.
You will shape future campaigns and DMO activities
As a member of Visit Peak District & Derbyshire DMO you can appoint sector
representatives to attend the new Membership Development Panel, an advisory
group that will consider, influence and develop membership services and
marketing campaigns.
You contribute to, and benefit from, a £1.5million
marketing fund
Your membership and advertising contributions are collectively pooled then
added to commercial partner, patron and public sector investments to create a
£1.5million marketing fund that allows us to compete with other destinations.
…
DMO membership is open to tourism product
providers and suppliers to the industry.
A small annual membership fee gathered from
hundreds of companies and organisations
creates a large marketing fund to attract tourists
for the benefit of those who collectively invest in
tourism marketing.
You must be a member of the DMO in order to
access marketing opportunities offered in this
membership document.
Karl Shaw
Silver Birch Creative
Membership
VD201201
Visit PEAK DISTRICT
& Derbyshire
Exp
05/13
£ £ £
Income Total Total
Carried Forward Reserves from Previous Years 180,319
Public Sector Income
Partner Income – Main Programme Delivery 254,000
Partner Income – DMS 51,814
Partner Income – Transitional Money 50,000
Partner Income – Conference Derbyshire 5,000
Partner Income – In Kind (seconded posts) 61,564
Sub Total 422,378
Private Sector Income
Peak District Partner Income (Sheffield, Staffordshire and Cheshire) 53,000
Visitor Guide and Website Income 256,116
Marketing Campaigns Income - Advertising 66,248
Conference Derbyshire 19,021
Corporate Events & Familiarisation Trip Income 1,839
e-commerce Ticket Sales 6,096
Sub Total 402,321
admit
one
You receive a £250 brand toolkit
Grow your business by showing your association with The Peak District,
England’s Great Outdoors. Logos, photos, words and videos to help you market
your own business and increase your appeal to customers.
Receive over £100 of free products & services
Every member receives more than £100 of free products and services including
admission tickets to leading attractions, merchant service rates on selected
products, money off leisure facilities and special member rates including
discounts on design, web, print and other costs.
Total Income 1,005,018
Expenditure
Overheads
Staff Costs - Salaries 369,228
Staff Costs - Seconded 61,564
Staff Costs - Travel and Subsistence 14,815
Staff Costs - Other (mobile phones etc.) 1,305
Premises Costs (rent) 21,346
Financial - support services (DNCC) 12,000
Postage and Stationery 6,574
Sub Total 486,832
You’re part of a B2B tourism network
Members meet together, exchange ideas and share contacts. Members work
together to improve prospects and stand out from the competition. There are
conferences, network events and workshops. You’re part of a strong business
to business team with commercial and public sector links into the Chamber
of Commerce network, Business Peak District, Visit England and local
Government districts and authorities.
Free telephone helpline and members Industry website
Members may phone our free advice service on 01246 212924 for help with
promoting and developing your business. New online resources available to
members include lists of funding opportunities, tourism statistics, advice on
designing effective marketing materials and new campaign opportunities.
…
Lindsay Rae is the DMO’s membership manager,
responsible for the tourism and supply chain membership
packages, activities and member communications.
Email: lindsay.rae@visitpeakdistrict.com
…
Jo Dilley
Is responsible for the funding and finances of
the DMO. Jo’s role includes writing business
plans and funding bids to secure investment and
explore all opportunities for additional funding
from programmes such as ERDF; Defra; and
Leader. Email: jo.dilley@dncc.co.uk
Direct Project Expenditure
Marketing 319,988
DMS 52,825
Networking and Industry Engagement 16,553
Conference Derbyshire 35,152
Commercial Services 14,567
e-commerce Ticket costs 5,924
Sub Total 445,009
Expenses - Other
Bad Debt Provision 4,280
Year End adj for Vat -2,579
Sub Total 1,701
Total Expenditure 933,542
Net Balance Carried Forward 71,476
Reserves Position 2012/13 after adjustment for Liabilities: £46,508
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Annual Marketing and PR expenditure
The graph below illustrates how the
annual marketing expenditure is split
into key campaigns to either attract
new visitors or encourage people to
stay longer and see more.
Campaign: The Great Escape
Campaign: Active Peak
Campaign: Outdoor Magic
Explore More (Dispersal campaigns)
Conference Derbyshire
Visitor Guide production & postage
Website annual SEO & other costs
£150,000
£125,000
£100,000
£75,000
£50,000
£25,000
0
The Great Escape
An advertising campaign that will
run in target cities from August
until March each year for three
years. Developed in conjunction
with marketing partners that
include transport suppliers, hotels
and leading attractions.
Active Peak
An annual advertising and press
campaign to encourage people
out of their armchairs and into the
outdoors. Aimed at “soft” pursuits
like walking, cycling, horse-riding.
Created in partnership with
outdoor clothing and equipment
companies and other partners.
Outdoor Magic
A new advertising campaign for
2012-13 that promotes the film
festival taking place at locations
throughout Derbyshire and turns
these events into excuses for a
short break or longer holiday. Also
features other festivals and events.
Explore More
A distribution and advertising
campaign aimed at encouraging
people to stay longer and see
more once they have arrived in
the area. Explore More maps,
visitor information points, mobile
websites and a smart-phone app
will be created this year.
Conference Derbyshire
The DMO works with the leading
hotels and conference venues in
Derbyshire to attract conferences
exhibitions, and large events to
come to the area. Campaign
activities include specialist PR
in business publications, new
video presentation materials, web
activity and familiarisation trips
Peak District Visitor Guide
150,000 copies of the flagship
visitor guide for the area are
produced every year. 100,000 of
these brochures are requested
by individuals responding to
DMO campaigns in the national
media. The remaining stock are
distributed through the national
network of tourist information
centres (including London) and
handed out at exhibitions.
Website annual SEO
Visitpeakdistrict.com is the official
tourist board website for the Peak
District holiday destination. Our
web providers deliver an excellent
search engine optimisation service
and marketing modules that allow
us to track our performance and
results.
For more information on all of
these campaigns and other
marketing news, please visit the
Industry website, which can be
found at www.visitpeakdistrict.
com/industry
…
KELLY SLACK
is the HR Manager and PA to our CEO, Kelly is
responsible for the HR function and PA duties for
David James. Email: Kelly.slack@visitpeakdistrict.com
DMO marketing efforts to attract visitors
to the Peak District area is only part of the
story. Once guests have arrived the DMO
works hard to encourage them to stay
longer, see more, and search out the hidden
corners of the region so that the economic
benefits of tourism are spread across as
many members as possible.
Dispersal activities include the distribution
of over 250,000 Explore More maps and
100,000 Welcome magazines to hundreds
of information points, cafes, pubs and
accommodation centres. Other dispersal
activities funded through the membership
funds received include the creation of a
new phone ap in 2012 and the creation and
development of new visitor information points
to supplement the existing tourist information
centre network.
‘‘
I do believe that all businesses should regard their
membership of Visit Peak District and Derbyshire as part
of their marketing costs. It’s really important and it’s a
really great investment.
I think that if we’re all in this together, from the big to the
small, across all businesses involved in any way with
tourism, we will have a huge amount of muscle in the
marketplace, and be able to promote Derbyshire and
the Peak District even better than we do already.
’’
The duke of devonshire
Chatsworth
Join us on England’s Greatest Escape
seeking private sector partners to co-operate in our domestic (UK) consumer marketing
campaigns over the next three years. Partners will be required to share campaign costs with Visit
Peak District and contribute marketing in kind through their own resources. Our new partners
include, Buxton Water, Northern Rail and The Camping and Caravanning Club. In return selected
partners may expect to benefit from their association with the Official Tourist Board for The Peak
‘‘We’re
’’
District whilst also supporting the English tourism industry overall.
David Thornton Head of Marketing and Deputy CEO
Email: david.thornton@visitpeakdistrict.com
…
JIM ORIBINE
Strategic direction and management of the
dispersal marketing programme is the responsibility of
Jim Oribine, the DMO’s Head of Industry Services.
Members who feel they have the potential to become
a VIP (Visitor Information Point) should contact Jim for
an informal discussion.
Email: jim.oribine@visitpeakdistrict.com
Visit Peak District and Derbyshire DMO, Commerce Centre,
Canal Wharf, Chesterfield, Derbyshire. S41 7NA
Main enquiries 01246 212924 industry@visitpeakdistrict.com
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C o n f e r e n c e
D e r b y s h i r e
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making £1.9million
headlines
Membership fees and advertising revenue contribute to the services of an in-house PR and
media specialist and pays for public relations, media visits and DMO involvement at international
media briefings and events throughout the year.
Janette Sykes runs a busy and proactive media desk that generates story leads,
creates and co-ordinates interview opportunities, hosts visits from international,
national and regional journalists and works closely with VisitEngland, VisitBritain
and overseas news desks to maximise publicity opportunities for the Peak District.
Known media coverage now exceeds £1.9 million a year and includes TV and
radio coverage, editorial supplements, travel articles and features in lifestyle and
specialist magazines, both at home and abroad.
Janette Sykes
Email: janette.sykes@visitpeakdistrict.com
Every year the DMO concentrates on a number of key themes and topics that are based on our marketing
campaigns, yet are flexible enough to respond to the media’s wide-ranging interests and needs, as well as
highlighting special anniversaries and events. In 2012 Peak District film locations, festivals and customs and
connections with royalty, including the Diamond Jubilee, have been popular subjects. Please check the Visit
Peak District Industry website for current media opportunities, and let Janette know if you have a news story
that we might be able to include in our campaign work. www.visitpeakdistrict.com/industry
case study
Country Walking Magazine
25th Anniversary Issue
Visit Peak District & Derbyshire has built close
PR links with Country Walking – Britain’s bestselling
walking magazine – over the past three
years. The magazine has run regular feature
articles focusing on the Peak District, and has
also given prominent coverage to the area’s
annual Walking and Outdoor Festivals.
In spring 2012 this relationship was cemented when
Country Walking chose the Peak District as the
location for a new walk to celebrate the magazine’s
25th anniversary. The area was selected because
the magazine’s research reveals it is consistently the
most popular walking area for its readers, and also
thanks to the solid working relationship with
the DMO.
Country Walking devised the route - the 27-mile
White to Dark Way, from Bakewell to Hope – then
met with the Chief Executive and Marketing and PR
team at Visit Peak District & Derbyshire to transform
it into a major project that would benefit local
tourism businesses and boost the economy.
The DMO provided extensive details of local
accommodation providers, attractions, pubs,
cafés, tea rooms, food and drink businesses and
interesting people to meet along the way. Many of
these were included in the finished feature article,
which ran over 15 pages, plus a cover shot of
Monsal Viaduct and gated A4 pull-out leaflet, in the
May 2012 issue of Country Walking. A further 50,000
of the leaflets publicising the walk went out to tourist
information and visitor information centres.
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turning events into
short breaks
The DMO website features a powerful database of events
and festivals and can also be downloaded as a mobile
website for the latest event information.
As the official tourist board for
the Peak District and Derbyshire,
the DMO works with festival and
event organisers to attract visitors
throughout the year, especially
outside busy holiday periods.
Enjoy a feast of live entertainment
FESTIVALS
AND EVENTS
EXPLORER MAP SERIES
www.visitpeakdistrict.com
THE DMO CAN HELP
DEVELOP A FESTIVAL
IDEA AND TAKE IT TO
MARKET…
MAJOR EVENT WEBSITES LINK BACK TO TOURIST BOARD
MEMBER INFORMATION RECORDS AND WEBLINKS
“At Red Bull we invest a huge amount of time to find
the most unique and inspiring locations in the UK
to hold our events. The Peak District has been on
our radar for a number of years and upon meeting
the team at Visit Peak District this connection only
became stronger. From our very first meeting, they
have helped us with their local knowledge and
expertise.
In
association
with
Take
your time to
explore
…
Abigail Polkey
is our most recent recruit and provides administration
support to all departments within our team.
Email: abigail.polkey@visitpeakdistrict.com
Their support and passion has given us the
perfect platform to speak to local stakeholders and
residents, all the time working as a partnership to
ensure we both achieve our goals.”
Chris Tong
Head of Sport at Red Bull UK
… THE DMO WORKS WITH
EVENT ORGANISERS TO
ENSURE THAT TOURIST
BOARD MEMBERS ARE
PROMOTED ALONGSIDE
EVENTS.
“Visit Peak District pulls everybody together, for
example with the Peak District Walking & Outdoor
Festival and makes more of what we have by doing
this. Including events in the walking festival better
promotes my business.”
Mick Cornfield
Outdoor Scene Adventures
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER MAPS NOW
The new Explore More Festival Guide attracts holiday
makers and repeat visits.
(see explore more guides on page 12 for more details)
Jane Price is marketing projects
manager for the DMO.
Email: jane.price@visitpeakdistrict.com
Pictured here with
BBC’s Julia Bradbury in
Buxton, Jane’s projects
include the Walking
Festival programme,
the Explore More Maps,
Romantic Peaks and
New Year New You!
Derbyshire becomes Spookyshire as
we shriek at the Peak!
‘‘
at Poole’s Cavern. Collective marketing like
Visit Peak District and Derbyshire’s
Spookyshire campaign to attract visitors during
October half term has been a terrific success
this really puts us on the map, and it’s turned
October half term into August bank holiday for
us. Brilliant!
’’
Alan Walker
Poole’s Cavern, Buxton
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Dispersing
Visitors
The DMO’s marketing approach is
one of attract & disperse - attracting
visitors with an iconic and instantly
recognisable Peak District
destination, then dispersing them
throughout the area encouraging
them to participate in its many
varied products and experiences.
The organisation’s Visitor Dispersal Plan is designed to
complement the Marketing Strategy, being the other half of this
‘attract and disperse’ approach. Its objectives are:
1. To increase visitors’ levels of product awareness and
knowledge to encourage wider participation, longer stays, repeat
visits and increased spend.
2. To encourage those already visiting the Peak District (as the
attract destination brand) to discover and explore surrounding
areas.
We aim for both of these to be achieved through ‘wise growth’-
tourism that minimises the impact of visitors on the surrounding
environment.
brochure distribution
With around 350,000 Welcomes and map guides printed in 2012,
brochure distribution has become an important part of the DMO’s
work, with £15-20k allocated to the operation. Our publications are
now widely distributed in partnership with local TICs, libraries and
through private sector distributors to nearly 500 venues and sites
across the Peak District & Derbyshire – everything from cafes and
bars, to pubs, campsites, hotels, libraries, bus and railway stations.
local events
Large outdoor events provide a great opportunity to meet visitors
face to face and to ‘upsell’ the destination’s many tourism attractions
and products, as well as distribute tens of thousands of brochures
into eager hands. In the past, the DMO has held successful
exhibitions at the Derbyshire Food & Drink Fair and Bakewell Show
– this year Visit Peak District & Derbyshire will for the first time be
exhibiting at the three day Chatsworth Country Fair which has a
potential audience of 90,000 people.
Explore More
Central to the dispersal activity is the new Explore More family of
map guides, designed to encourage visitors to stay longer and do
more. 2012 saw the launch of the first four brochures – Things to
See and Do, Festivals and Events, Well Dressings and Gardens,
and Market Town Experiences – with around ¼ million copies
being distributed to visitors throughout the area this year.
Enter our
competition to
FREE
WIN A
FUN NIGHT
OUT
An area full of tempting treats to try
MARKET TOWNS
EXPERIENCE
EXPLORER MAP SERIES
WELL DRESSING
AND GARDENS
www.visitpeakdistrict.com EXPLORER MAP SERIES
Take your
time to
explore
Take
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER
your time
MAPS
to
NOW
explore
Take your
time to
explore
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER MAPS NOW
In
association
with
www.visitpeakdistrict.com
EXPLORER MAP SERIES
Enjoy a feast of live entertainment
FESTIVALS
AND EVENTS
This guide is
sponsored by
Marvel at our age-old unique tradition
www.visitpeakdistrict.com
Enter our
competition
to win a
FREE
FAMILY
DAY OUT
Take your
time to
explore
Packed with great things to do
A LOT TO SEE,
EVEN MORE TO DO
EXPLORER MAP SERIES
www.visitpeakdistrict.com
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER MAPS NOW
visitor information points (vips)
In the Peak District & Derbyshire, there is a well-established network
of TICs and visitor centres in a wide variety of locations. But as the
emphasis shifts towards taking information to the visitor, there is an
opportunity for a wider range of ‘contact points’ to emerge, including
visitor attractions, shops, restaurants, pubs and petrol stations who
are keen to provide visitor information as part of their service. As
a first step in 2012, the DMO is co-ordinating a ground-breaking
project in partnership with the British Beer & Pub Association,
establishing VIPs in 15 rural pubs across the Peak District.
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER MAPS NOW
welcome
The Explore More guides supplement the already successful
Welcome Magazine, now in its fourth year, and created to
welcome visitors once they arrive in the destination. Welcome
is packed with useful information on places to visit, attractions,
restaurants, activities and events, and with a print run of 100,000
the magazine plays a key role in increasing visitor participation
and spend across the destination.
Welcome
www.visitpeakdistrict.com
EvErything you nEEd to know about thE PEak district in 2012/13
activE
PEAK
Take the challenge
or take it easy
FREE
to you
EXPLORE MORE
PlEnty to sEE and do,
comE rain or shinE
MARKET FORCES
suPErb shoPPing
and PEak ProducE
METRO PEAK
city chic right
on our doorstEP
MOVIE MAGIC
sizzling outdoor
summEr of film
REGAL PEAK
royal connEctions
and diamond
JubilEE EvEnts
+ JOIN THE PARTY! fabulous fEstivals and all yEar round fun
mobile technologies
As there are transmission problems with many mobile web
applications in much of the Peak District a new Destination ‘App’
designed for both I Phone and Android will become a key part of the
DMO’s Dispersal Plan in 2012-13. We anticipate widespread support
from the local tourism sector to promote the App to both staying and
day visitors. Its main purposes will be:
• to link attractions and activities which are related
by theme or interest
• to provide visitors with up-to-date information on local events
• to promote attractions and activities near to where
a visitor is located
• to inspire visitors to explore more, and to try new activities
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16
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17

Reassuringly Popular
– Our Flagship Publication
Although the DMO increasingly uses digital media,
websites and social networks, a printed guide or handbook
generates sales for advertisers, helps to reinforce the
excitement of a holiday in the area and plan must-see lists
in advance for many of our target markets.
We print more than half a million copies of publications a year,
with an estimated readership of almost 2 million.
Most guides are produced towards the end the year, in
preparation for a New Year campaign. Space in popular guides
is limited and over subscribed so please reserve early to
guarantee a position.
Some DMO guides and magazines attract visitors from the UK
and overseas whilst others disperse visitors around Derbyshire
and the wider Peak District. Publications that attract visitors
tend to be grouped into themes (eg Royal Peak / Metro Peak /
Lights Camera Action), whilst dispersal publications are usually
divided into geographic areas. Most guides and maps have
advertising opportunities on them, ranging from £45 to £4,500
for the back cover of the Peak District Visitor Guide.
Visitor Guide 2O12
Visitor Guide listings
Advertise your accommodation, visitor attraction, museum, gardens, activity centre,
restaurant, spa or sports facilities in the Peak District Visitor Guide.
The Cottage, Crimbles Lane
Enhanced entry 1/6 page listing
VISITENGLAND
Carol and John Sutcliffe
The Old School House, Main Street
£250 to £530 per week
Youlgrave, Bakewell, Derbyshire DE45 1UW
Short breaks from £160
T: 01629 636570
3 bedrooms, sleeps 5
cottage@oldschoolhall.plus.com
www.thecottage-crimbleslane.co.uk
Tucked away down short, steep path from village street with shop, post
office and pubs. Period cottage sleeps 2 (king-sized bed). Central heating,
wood burner. Studio has a double and small single room. Own shower room
with loo. All set in private garden overlooking Bradford Dale.
MEMBER
• Gold Layout
• Up to 3 photos
• 50 word description
• Up to 4 logos to promote your awards
• Additional award winner header if appropriate
• For the latest prices please see the Booking Form
Visitor Guide Entry
Sunnyside
Standard entry
1/12 page listing
Ms Joan Steed
Falkland House
10 New Road
Youlgreave, Bakewell DE45 1WP
T: 01629 636195
info@sunnysideyoulgrave.co.uk
www.sunnysideyoulgrave.co.uk
Homely, private, self-contained accommodation on 1 level with open views
to Dales. Garden access. Close to local amenities (including pub restaurants),
Chatsworth, Haddon Hall, Bakewell. Excellent local walking.
• One landscape or portrait photo
• 30 word description
• Up to 4 logos to promote your awards
• Additional award winner header if appropriate
• For the latest prices please see the Booking Form
NEW
VISITENGLAND
MEMBER
£240 to £390
per week
Short breaks
from £190
1 bedroom
sleeps 2
Make your product stand out even more by sponsoring
one of the editorial themed spreads within the visitor guide.
DMO Photography partners, Metro Peak, Film and TV, The
Great Outdoors are all available. Sponsors will receive
logo credit, editorial and information panel on the
sponsored spread.
The Peak District Visitor Guide is also viewed
online by more than 45,000 people a year.
www.visitpeakdistrict.com
PEAKS_2011.indd 1 04/05/2012 16:56
…
Peak District Visitor Guide
– Published annually in December
Our destination brand’s flagship publication. Widely
advertised and requested, the definitive printed guide for
accommodation and attractions, activities and adventures
in the Peak District holiday area.
…
Support Advertising
Members may also decide to take supporting advertising
in the Visitor Guide to increase their profile or get across
a very specific message or offer. Space is purchased
in quarter, half, full and double page insertions. Some
premium positions are available.
HALF
Peak
PAGE AD_STAGE A:Layout
District
1 7/9/10 14:57 Page 1
Farm Holidays
Choose from fabulous farmhouse
B&Bs, stunning self catering
country cottages, cosy log cabins,
homely caravans and camping,
set in the spectacular Peak District
countryside.
Scan QR Code to
experience a real
working farm
Print run: 150,000 plus interactive on-line e-version
now available
Contact Felicity Brown on 01629 540262
email: enquiries@peakdistrictfarmhols.co.uk
www.peakdistrictfarmhols.co.uk
About the audience: More than 100,000 guides are
personally requested by prospective short-break takers
responding to media campaigns across the UK. Featured
at major exhibitions (eg; BBC Countryfile Show) Heavily
promoted and featured in partner media and other
websites.
Details: See booking card for deadlines, listing (standard/
silver, enhanced/gold) and advertising information.
…
Rachel Guest
Conference derbyshire & partnerships
Rachel Guest looks after Conference
Derbyshire members and drives the
DMO marketing push to attract more
conferences, weddings and events
to the region. She also handles sales
for a portfolio of premium positions in our publications and
sponsorship opportunities with commercial partners.
Email: rachel.guest@visitpeakdistrict.com
Email: liz.mackenzie@visitpeakdistrict.com
…
Liz Mackenzie
Commercial Manager
Liz Mackenzie is responsible for building
new and existing relationships with
commercial partners and focuses on
commercial opportunities.
…
18
…
19

Sponsored by
GREAT ADVERTISING OPPORTUNITIES
Welcome
www.visitpeakdistrict.com
EvErything you nEEd to know about thE PEak district in 2012/13
activE
PEAK
Take the challenge
or take it easy
EXPLORE MORE
PlEnty to sEE and do,
comE rain or shinE
MARKET FORCES
suPErb shoPPing
and PEak ProducE
Camping &
Caravanning
Guide
FREE
to you
METRO PEAK
city chic right
on our doorstEP
MOVIE MAGIC
sizzling outdoor
summEr of film
REGAL PEAK
royal connEctions
and diamond
JubilEE EvEnts
+ JOIN THE PARTY! fabulous fEstivals and all yEar round fun
…
Welcome Magazine
– Published annually in February
Newly re-styled, WELCOME has built up an impressive
profile in Derbyshire over the last four years. Created
to welcome visitors when they arrive in the area, the
magazine features attractions, restaurants, activity
providers, spas, and many other quality experiences
guest can enjoy. Used by many accommodation
providers as a “bedroom-browser”.
Print run: 100,000 copies, distributed exclusively in the
Peak District & Derbyshire area (including Sheffield and
Derby). Readership in excess of half a million.
About the audience: People already taking short breaks
or living on the outskirts of the area. Visitor dispersal tool
to encourage visitors to stay longer and see more. Also
used to attract day visitors from local cities.
…
Active Peak Handbook
– Published annually in January
New in 2011, the Active Peak Handbook is set to
become the definitive guide to activity providers,
courses and suppliers operating in and around the
Peak District. Produced in collaboration with the Peak
District National Park Authority and members of the
Derbyshire and Peak District Activities Group.
Print run: a minimum of 25,000 copies a year.
Interactive online e-version also available. Featured
in an annual media campaign targeting short-break
takers living in cities no more than two hours drive
from the centre of the Peak District. Sent out upon
request or accessed online. Targeting the “soft”
outdoors buyer who takes short breaks and walks,
climbs, cycles, rides or enjoys creative pursuits like
photography and landscape painting.
The Great Escape
www.visitpeakdistrict.com
…
The Camping and Caravanning
Guide – Published annually in March
Published with sponsorship from the Camping and
Caravanning Club of Great Britain, a directory of over
200 camping and caravanning sites plus editorial
information about what to see and do.
Print run: a minimum of 25,000 copies a year.
Interactive online e-version also available. Mainly
distributed on request from Tourist Information
Centres, Visitor Centres. Also distributed through
outdoor partner channels (EG Yeoman’s Stores) and
outdoor consumer shows and exhibitions. Now in it’s
sixth successful year of publication.
five NEW GUIDES TO
ENCOURAGE VISITORS TO STAY
LONGER AND DO MORE.
Published annually in February
2012 saw the launch of a new series of map-based publications, the EXPLORE MORE series of map guides.
The A5 fold out publications focus on Festivals and Events, Market Towns and Villages,
Things to See and Do, Film & TV locations and Well Dressings.
An area full of tempting treats to try
Enjoy a feast of live entertainment
Marvel at our age-old unique tradition
Visit the locations – relive the experience
Packed with great things to do
MARKET TOWNS
EXPERIENCE
EXPLORER MAP SERIES
FESTIVALS
AND EVENTS
EXPLORER MAP SERIES
WELL DRESSING
AND GARDENS
EXPLORER MAP SERIES
FILM, TV AND
LITERARY LOCATIONS
EXPLORER MAP SERIES
A LOT TO SEE,
EVEN MORE TO DO
EXPLORER MAP SERIES
WALKING & OUTDOOR
FESTIVAL 2012
22nd APRIL - 6th MAY
www.visitpeakdistrict.com
derbyshire weddings
www.visitpeakdistrict.com
www.visitpeakdistrict.com
www.visitpeakdistrict.com
www.visitpeakdistrict.com
www.visitpeakdistrict.com
Enter our
competition to
FREE
WIN A
FUN NIGHT
OUT
Take your
time to
explore
In
association
with
Take
your time to
explore
This guide is
sponsored by
Take your
time to
explore
Crown your
visit with our regal
connections and
Diamond Jubilee
events
Take your
time to
explore
Enter our
competition
to win a
FREE
FAMILY
DAY OUT
Take your
time to
explore
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER MAPS NOW
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER MAPS NOW
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER MAPS NOW
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER MAPS NOW
COLLECT YOUR FIVE ‘MUST SEE’ EXPLORER MAPS NOW
OVER 120 GREAT
WALKS AND EVENTS
TO CHOOSE FROM
…
Peak District Walking Festival
Hand Book – Published annually
in January
A very popular publication that lists the events taking
place during the annual Peak District Walking Festival,
which begins in April every year. Hundreds of walks,
many free. Aimed at the “softer” outdoor market
including families and short break takers.
Print run: 25,000 copies are produced every year
and distributed in response to requests for the guide
received through advertising and press. The Walking
festival draws participants from across the UK, but
especially from Yorkshire, the East Midlands and
Manchester.
…
Derbyshire Weddings (NEW)
– Published annually in February
A brand new, lifestyle quality publication that
combines the fairytale romance of getting married
in Derbyshire with all the trimmings. Features will
include top wedding venues, places to stay before,
during and after the wedding, and helpful sections on
photography, wedding car hire, spa treatments and
other wedding essentials.
Print run: 10,000 copies of the launch edition will
be produced on valentines day 2013. Distributed
in response to requests received during an online
and traditional media advertising campaign aimed
at encouraging Brides to have their wedding in
Derbyshire, the true heart of England. Cover price
£4.99 where sold – but offered free via the Tourist
Board / DMO website.
…
DAN EAGAR – Marketing Executive
Dan is responsible for the DMO’s publication print
programme. He is also project manager for the Camping
and Caravanning guide.
Email: dan.eagar@visitpeakdistrict.com
…
HELEN CRITCHLOW – Active Peak Online
Brand Manager
Helen creates and manages the Active Peak microsite
on www.visitpeakdistrict.com and implements the AP
social media strategy and web advertising programme.
Email: helen.critchlow@visitpeakdistrict.com
…
Market Towns
and (new) Villages
30,000 copies
Attractions / Activities /
Markets / Events
…
Festivals
and Events
40,000 copies
Festivals and Events in the Peak
District and surrounding area
…
Well Dressing & Garden
Festivals
30,000 copies
Things to see nearby / Gardens
…
Film & TV locations
guide
25,000 copies
Showcasing places and spaces
that have appeared in the movies
and on TV
…
Things to See
and Do
150,000 copies
Attractions / Activities /
Markets / Events
The EXPLORE MORE series of map guides are mainly distributed in the Holiday region once people have
arrived in the Peak District and Derbyshire area.
In Region: Tourist Information Centres and Information Points, National Park Visitor Centres, large Camping and Caravanning sites,
Arts venues, Museums, Derbyshire libraries, Hotels and self catering properties, selected pubs, inns and transport hubs.
A detailed breakdown of the distribution plan can be downloaded from the Industry website, just look for the EXPLORE MORE
symbol and click on the link. www.visitpeakdistrict.com/industry
…
20
…
21

Having a DMS record ensures that your details are returned in searches
www.visitpeakdistrict.com
More than a quarter of a million
visitors a month and growing
Over 3million visits a year are made to the official tourist
board website for the Peak District and Derbyshire area.
From here people search records of where to stay, what to
see, and learn more about the fascinating lives and culture
of Derbyshire and the Peak District.
The DMO site includes links to other content rich Peak District
websites and features blogs, photos, videos and other editorial
content from partners and members.
The Website pages sit on top of a huge database of records
known as the DMS (Destination Management System). This
record-based system requires advertisers to have a data listing
so that they can appear in searches, browses and short break
promotions on the website.
advertising options
Members purchase standard (silver) or enhanced (gold) DMS listings on the system which are then published
when web visitors search or browse the system.
Over 1 million property, 250,000 venue and 80,000
event records are viewed EVERY MONTH.
Standard Website Entry
• Optional Online trading package for Accommodation
• Take online bookings or reservations
• Promote special offers
• Display and prices including short breaks
• Up to four images
• Link to your website
• Display room details
• Description of up to 200 words
• Directions, map and links to local accommodation, events
and attractions
• ‘Send to a friend’ link
www.visitpeakdistrict.com
…
22
Membership records, BRM and DMS functions are
overseen by Joanna Faulkner the DMO’s Information
and Data Manager (joanna.faulkner@visitpeakdistrict.
com) assisted by Data Support Officer Caroline Cordasco
(caroline.cordasco@visitpeakdistrict.com)
…
joanna faulkner
…
caroline cordasco
Enhanced Website Entry
• ‘Priority Polling’ Enhanced advertisers always listed first
within user defined search parameters
• Optional Online trading package for Accommodation
• Take online bookings or reservations
• Promote special offers
• Display availability and prices including short breaks
• Photo Gallery of up to 6 images, one of which may be either
an ipix or Youtube video to showcase your business
• Link to your website
• Description of up to 200 words
• Directions, map and links to local events,attractions and
accommodation
• ‘Send to a friend’ link
• At least one link within an CMS editorial feature on
gopeaks.com
• Featured link within at least two e-newsletters a year
Your DMS record contains detailed search fields which allows the customer to find what
they’re looking for. Users specify search radius mileage and other useful criteria.
An Enhanced DMS record
…
araam tehrani
DMO’s New Media Marketing Executive
His role is to create and deliver interesting web
content that will attract new viewers, build loyalty
and create interaction with customers, viewers
and users.
Email: araam.tehrani@visitpeakdistrict.com
Over 8,000 Facebook
followers
More than 1.5million
friends of fans
6,000 tweet followers in
five accounts
35,000 video views on
You Tube
Araam also heads up Visit Peak District’s
HD Video Services, making in-house
productions for consumer and industry
audiences. In 2011 the DMO launched a
Film and Video platform on Visitpeakdistrict.
com. Get Here TV presents Peak District and
Derbyshire videographers and filmmakers,
trailers for movies shot in the area, and
interesting documentaries and presentations
about the history and lives of those who live
and work in the Peak District area.
…
23

England’s
great outdoors
ACTIVE PEAK is one of three destination
“experience” brands launched this year with
its own dedicated section of the website
and an advertising campaign that will run in
September 2012.
The DMO will be launching ACTIVE PEAK
HOLIDAYS this year. Other experience
brands in development include METRO
PEAK and WEDDINGS IN DERBYSHIRE.
…
24
…
25

Further Opportunities to develop
business with the DMO
meet the team
…
David James
Chief Executive
david.james@visitpeakdistrict.com
…
David Thornton
Head of marketing and deputy CEO
david.thornton@visitpeakdistrict.com
…
Jim Oribine
Head of industry services
jim.oribine@visitpeakdistrict.com
…
Kelly Slack
HR manager and PA to David James
kelly.slack@visitpeakdistrict.com
Held biennially and hosted by Chatsworth in their magnificent Carriage
House, the Excel Awards celebrate the best that the Peak District
& Derbyshire has to offer. For businesses looking to get involved,
sponsorship of this prestigious event offers many excellent PR
opportunities for individual businesses and the area as a whole.
…
Janette Sykes
Press & PR manager
janette.sykes@visitpeakdistrict.com
…
Lindsay Rae
Membership manager
lindsay.rae@visitpeakdistrict.com
For any organisation which recognises the vital role that tourism plays
in boosting the region’s economy, sponsorship of the awards is an ideal
opportunity to show your support in growing and developing the tourism
industry in the Peak District & Derbyshire.
For a full Excel Tourism Awards Sponsorship prospectus contact
Lindsay Rae on lindsay.rae@visitpeakdistrict.com
Meet the group organisers…
Make an exhibition
of yourself!
…
Liz MacKenzie
Commercial manager
liz.mackenzie@visitpeakdistrict.com
…
Joanna Faulkner
Information & Data manager
joanna.faulkner@visitpeakdistrict.com
…
Jane Price
Marketing projects manager
jane.price@visitpeakdistrict.com
…
Rachel Guest
Conference derbyshire & partnerships
rachel.guest@visitpeakdistrict.com
…
Araam Tehrani
New media marketing executive
araam.tehrani@visitpeakdistrict.com
…
Caroline Cordasco
Data Support Officer
(Website / Membership)
caroline.cordasco@visitpeakdistrict.com
Group Organiser Welcome Days will be held twice a year, in spring and
autumn, and at different locations around the region with the aim of
showcasing exactly what we have to offer group visitors. Meet the people
that matter, the organisers! From Women’s Institutes and Social clubs to
large coach operators. The inaugural event was a roaring success with
bookings being made on the day, and the promise of more to follow
“I thoroughly enjoyed the very informative event, many thanks for
organising such an excellent day. Renishaw is a superb place for
groups.” (Karen Wright, Coach Tours UK magazine)
…
26
Your membership fees and advertising support
means that we can represent the area at fantastic,
high profile events such as the Caravan &
Motorhome Show at the brand new venue, Event
City, Manchester, and the BBC Gardeners’ World
Live and Good Food Summer Show at the NEC,
which receives in excess of 100,000 visitors over
five days. Contact any member of the Industry
Team if you would like to work with us at our
next exhibition.
…
Helen Critchlow
Active Peak Online Brand Manager
helen.critchlow@visitpeakdistrict.com
…
Abbie Polkey
Business Admin Apprentice
abigail.polkey@visitpeakdistrict.com
Visit Peak District and Derbyshire DMO
Commerce Centre, Canal Wharf, Chesterfield, Derbyshire. S41 7NA
Main enquiries: 01246 212924 Email: industry@visitpeakdistrict.com
…
Dan Eagar
Marketing Executive
dan.eagar@visitpeakdistrict.com
…
Jo Dilley
Funding and Finance Manager
jo.dilley@dncc.co.uk
Visit Peak District
& Derbyshire
…
27

C o n f e r e n c e
D e r b y s h i r e
An alternative
route
to market
Destination of
distinction
Web-based
marketing
Monthly
e-shots to
over 94,000
conference
buyers
Press releases
for national
trade
exposure
New wedding
website in
development
See booking
form for latest
prices
Promote your business with Conference Derbyshire,
in association with Visit Peak District & Derbyshire Dmo
Conference Derbyshire engages with conference buyers across the UK on a monthly basis
via e-newsletters, regular hosted familiarisation trips and national press campaigns.
All enquiries contact Rachel Guest: 01246 212924
or rachel.guest@conference-derbyshire.co.uk
www.conference-derbyshire.co.uk