Centre of It all Marketing Campaign 2026
An overview of our 2026 marketing activity targeting affluent actives and young explorers in London & the South East
The campaign's objectives is to drive overnight stays and promote the destination as a rejuvenating escape, encouraging visitors to take a wellness style short break in the countryside. We want to inspire Londeners, as well as overseas visitors in the capital, to visit Derbyshire. Showcasing restorative, nature led short breaks, with an abundance of art and culture just a few hours from the capital.
The campaign has been funded by EMCCA and will run for 8 weeks with 2 strands, one across Derbyshire and one across Nottinghamshire. Offering bespoke campaigns with the over arching theme to promote all the East Midlands has to offer.
The Concept
At the Centre of it all has been created because it is literal and emotional. It’s rail minutes and drive time, but it’s also the feeling of being where things happen – the centre of a matchday, the centre of a stage, the centre of a skyline at night, the centre of yourself walking the Great Ridge at Dawn.
The East Midlands is more than a region. It is the beating heart of the nation, geographically central, culturally rich, and emotionally resonant. It is where the UK comes together, a stage where sport, culture, heritage, and nature collide. To stand at the centre of the East Midlands is to be at the centre of England’s story: connected to every major city, accessible to millions, and central to the way people live, travel, and dream.
Unlike coastal regions defined by their edges, the East Midlands is proudly landlocked, and this is its strength. It is not peripheral, but pivotal. It is, quite simply, Central to it All.
This campaign is an invitation to rediscover the region’s role at the heart of England, whether in the roar of a Nottingham crowd at the centre of the action or the calm of a Derbyshire wellness retreating finding your own centre. It positions the East Midlands not just as a place on a map, but as the centre of adventure, experience, and renewal.
The Campaign
A paid for multi media campaign will run across various channels including:
- Digital OOH, connect TV (delivered on streaming networks such as NetFlix and YouTube)
- Multi touch point with a high OTS for target audiences, we will be retargeting consumers with relevant ads
- The early part of the campaign across social and PPC will focus on awareness – retargeted with more direct CTA ads
- Activity will be upweighted by organic digital activity throughout 2026
Paid activity starts 26Jan and runs for 8 weeks until mid March
Put Yourself at the Centre of It All
The easiest way to get involved is with the language you use and using the word ‘centre’ It highlights both the region’s accessible location and the emotional experience of being at the heart of something special, whether it’s a cultural event, a sporting match, or a quiet moment in nature.
For partners, ‘centre’ places the visitor at the core of the experience. It keeps the focus on what matters most, the visitor’s journey. By using this simple, powerful word, partners can help make the region feel unified and welcoming.
- Speak the campaign language
- Social media templates
- Capture campaign content
- Cross promotion
A playbook and toolkit and been created for businesses to get involved in the campaign, which includes campaign logo’s, imagery and social templates and stickers. Find out more
Watch our webinar as our agency take you through the campaign and offer advice on how to get involved.
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