News Article

A campaign to promote North East England as a short break destination will be going Dutch this winter.

Following the success of last year’s campaign that generated over 60,000 responses from potential visitors throughout the UK, the One North East Autumn Winter campaign will be marketed internationally for the first time.

Over 10,000 Dutch people who are interested in walking and cycling will be targeted by an e-mail campaign supported by a fully translated www.visitnortheastengland.com/offers website.

The Autumn Winter campaign promotes the region’s quality inspected accommodation over the traditionally quieter autumn and winter period.

Back home, the domestic media campaign will include over 1.5 million inspirational and offer-led leaflets into national press and reader offers in regional titles as well as direct mail and email marketing. Online search engine marketing includes promotion on Google and Yahoo that will direct people to a new campaign microsite.

Following research on last year’s campaign three offers will be available from January to March 2007:

4 nights for the price of 3: Non-serviced accommodation (self catering)
3 nights for the price of 2: Serviced accommodation (hotels, guesthouses and B&Bs)
Free evening meal for 2 when booking a 2 night stay: Serviced accommodation 

This is the first campaign that has been run in conjunction with the Area Tourism Partnerships, who have been responsible for promoting the campaign to businesses in their area and were given specific funding from One North East to promote their sub-region.

Tania Robinson, Head of Marketing at One North East said: “The Autumn Winter campaign is aimed at attracting domestic visitors to the region during the quieter months but extending this campaign abroad provides a cost effective way of reach more visitors. It is also a chance to make the most of our quick and convenient air and sea links with the Netherlands where we are building a growing reputation as a walking and cycling destination.

“Visitor numbers are traditionally lower at this time of year but as the campaign highlights, there are a fantastic number of things to do in the region whatever the time of year.

Giles Ingram, Executive Director, Northumberland Tourism, said:  “This campaign underlines what a great place this is at any time of year and will help us attract even more visitors.”

Andrew Dixon, Acting Chief Executive of Tourism Tyne and Wear said: “NewcastleGateshead, Sunderland and North Tyneside and South Tyneside are working together to promote shopping, nightlife, cultural and heritage attractions. We have been voted one of the top destinations in the UK for city breaks and the autumn and winter deals offer great value for money.”

Melanie Sensicle, Chief Executive of County Durham Tourism said: “Although our initial research has suggested that the profile of the County Durham tourist is a non-seasonal day visitor, seasonal variations do nevertheless occur to some degree.  We are confident that this campaign will help raise awareness and boost visitor numbers in every part of the region in these colder months of the year.”

Julia Frater, Head of the Area Tourism Partnership, Visit Teesvalley said: “Tees Valley has a growing reputation for the quality of our attractions and events.  This campaign will highlight our expanding offer for visitors with the opening of mima, the Middlesbrough Institute of Modern Art in January.  Short break offers centered around the opening will also showcase the range and quality of our accommodation from luxurious country houses to chic town centre hotels to the traditional friendly B&B.”

For more information please contact: Stuart Boyd, press office, One North East on Tel: (0191) 2296428

e-mail : stuart.boyd@onenortheast.co.uk