Peak District

The brief

Brahm was asked to raise awareness of the Peak District as a location for short breaks rather than day trips and to increase bookings by promoting the Peak District Visitor Guide.

Our response

Initially we profiled the existing overnight visitor base to build a picture of the types of family groups attracted to the Peak District for short breaks. Using this information Brahm was able to identify prospects for a recruitment mailing and to identify key publications into which to place inserts.

By targeting the mailings outside a 4 hour drive time we excluded day visitors from the activity. The direct mail and inserts were designed to create broad appeal underlining the diverse range of activities and visitor attractions within the Peak District. Response was maximised by offering postal, telephone and email routes.

The outcome

The direct mail generated a 20% response rate – far higher than previous direct mail activity conducted by the Peak District Marketing initiative.

For further information please contact:

Ruth Holgate our Business Development Manager on 0113 230 4000 or email greatoutcomes@brahm.com