Visit Peak District & Derbyshire wins sustainable marketing award for Car-Free Adventures campaign

Visit Peak District & Derbyshire has won the Gold Award for Marketing Responsible and Sustainable Travel at the prestigious Travel Marketing Awards 2024.

The area’s official tourism body was recognised for its ‘Car-free Adventures’ campaign during an awards ceremony held at Hilton London Bankside on Thursday 4th July 2024.

The awards celebrate brilliance in travel marketing and the Marketing Responsible and Sustainable Travel Award recognises ‘organisations that have successfully promoted a more responsible and sustainable way to travel and genuinely made a positive impact on the planet’.

Visit Peak District & Derbyshire’s Car-free Adventures campaign ran throughout 2023 and encouraged visitors to choose greener transport options when travelling to, and getting around, the destination to help reduce congestion and protect local landscapes.

Developed in consultation with partners including the Bus Service Improvement Plan (BSIP) team at Derbyshire County Council and public transport operators Stagecoach and Northern, the campaign aimed to get more visitors out of their cars and onto public transport by promoting the area’s great bus and rail links.

The campaign showcased new and extended bus services – including Stagecoach’s hop on, hop off open top Peak Sightseer bus – and highlighted using public transport as a practical way for visitors to save money and reduce their carbon footprint, showing them how they can make their journeys part of the holiday experience.

The campaign included the development of leaflets promoting days out by bus, downloadable ‘car-free’ itineraries encouraging sustainable travel, and social media content including video reels showcasing greener days out that have so far reached over three million people.

There was also a special focus on attractions offering discounts to visitors arriving by public transport and travel schemes including the current £2 bus fare cap (running until 31st December 2024).

Jo Dilley, Managing Director of Visit Peak District & Derbyshire, said: “We’re delighted to have received this prestigious award which recognises our ongoing commitment to growing and developing the area’s sustainable tourism offer.

“Working with our valued partners we are committed to reducing car journeys and supporting and promoting a greener way of getting to and around the Peak District and Derbyshire – protecting our precious landscapes and supporting local communities at the same time.

“Sustainable tourism plays a vital in role in growing our visitor economy and ensuring its long-term success, making a real difference to both visitors and residents alike, and we’re thrilled this campaign has not only achieved brilliant results, but also worthy recognition on a national level.”

Derbyshire County Council’s Cabinet Member for Highways Assets and Transport, Councillor Charlotte Cupit, said: “The campaign that Visit Peak District & Derbyshire devised last year was a fantastic way to promote both our wonderful county, and the public transport options that we have available so we can all enjoy it.

“We were pleased to support this campaign through our Bus Service Improvement Plan and I’m delighted that the team were successful and won this prestigious award, and look forward to working with them on future campaigns to promote bus travel to our visitors.”

Louise Holroyde, Marketing Manager for Stagecoach in Derbyshire said: "Visit Peak District & Derbyshire has been a key partner in helping us encourage people to use the bus more in the Derbyshire region over the past 18 months. Their passion, insight and excellent marketing support helped us to launch our first successful open top bus in the region as well as seeing other key tourist routes grow from strength to strength.

“Their exceptional tourist videos, social media posts and media support helped us to reach a much larger audience than we expected encouraging more people to enjoy the Peak District in a more sustainable way. The team absolutely deserve this recognition for all of their hard work and dedication.”

Visit Peak District & Derbyshire is the lead partner of the Visit Peak District, Derbyshire and Derby Local Visitor Economy Partnership (LVEP) and sustainability is a core pillar of the organisation’s tourism strategy.

Visit Peak District & Derbyshire’s Sustainable Tourism Action Plan, produced in partnership with stakeholders including the Peak District National Park Authority and the National Forest, sets out the destination’s ambition to become a world-leading beacon for sustainable tourism.

For further information on the Travel Marketing Awards please visit www.thetravelmarketingawards.com.