LONDONERS using the underground are encouraged to visit Chester through digital escalator panels, cross track projections and LCD poster sites.
The groundbreaking digital marketing campaign is designed to cash-in on the increasing trend to holiday at home, with an emphasis on promoting the North West.
Led by the North West Regional Development Agency (NWDA), the campaign will see Chester, Manchester, Liverpool and The Lake District promoted for a full month across a range of digital media on the Tube.
It is supported by Virgin Trains, whose improvements to the West Coast Main Line mean passengers can travel directly to Chester in two hours flat.
Throughout May a total of 17 London underground stations, including those at mainline railway stations and at major cultural venues, will be emblazoned with images and messages to encourage people to take a short break in the north.
Highlighted will be Chester’s unique heritage, Manchester International Festival, Lakes Alive – a programme of events in the Cumbria – and Tate Liverpool’s exhibition Colour Chart: Reinventing Colour, 1950 to Today (May 29-Sept 23).
Visit Chester & Cheshire chief executive Chris Brown said: “It is essential that we get the messages about Chester and Cheshire’s choice, quality and value to the widest possible cross-section of potential visitors, through as many different channels as possible. This innovative approach is welcome development.”
Peter Mearns, executive director of marketing at the NWDA, said: “If 2009 is to be the year of the Great British holiday we need to make sure that England’s NorthWest is one of the top British destinations.”