When does the campaign go live? The campaign launches with connected TV on Monday 26th January. Please do not share any campaign creatives until the 26th January 2026.
How long is the campaign running for? The paid activity runs until mid March 2026. Although we hope that you continue to use the campaign messaging organically past this.
Who is the Centre of it all targeting? This campaign has two strands, the Visit Nottinghamshire campaign is targeting the Sport and Culture audience within a 2 hour drive time of Nottinghamshire, including a level of retargeting those who have visited Nottinghamshire already for Sport or Culture and encouraging them to come and visit again and stay longer. Visit Peak District and Derbyshire and Derby is targeting London and the South East, encouraging domestic and international residents, commuters and travellers arriving into London to come and visit on the train for a wellness and culture break.
What channels is the campaign being shared on? The campaign will be running across Digital out of Home channels, Display, Connected TV, Paid Social Media Meta, Paid Search, Audio through DAX. Organic Social Media, Centre of it all Blogs and itineraries on both Visit Nottinghamshire and Visit Peak District and Derbyshire websites.
Where can I see the campaign? The campaign out of home will appear at key transport hubs and screens in the geographical locations being targeted including bus stops, train stations and for Visit Peak District and Derbyshire on the London Underground where the target audience will be travelling or most likely stations they travel from based on their interests. You may not see the paid for activity if you do not live in the target geography or share the same interests as the audience we are targeting. However, the campaign videos will all be viewable on our Youtube channels. The combined video will be on East Midlands Combined County Authority’s Youtube Channel, Visit Nottinghamshire’s video will be on the Visit Nottingham Youtube and Visit Peak District & Derbyshire and Visit Derby video will be on the Visit Peak District and Derbyshire Youtube channel.
How were the attractions featured in the videos? Venues were chosen around the product offerings that best met the brief and target audience in terms of showcasing the region at all seasons. The videos were produced using primarily existing footage from venues with a handful of pick up shots being taken to create the campaign thread. If you have not been included in the video there are plenty of other opportunities and channels that you can be included including the campaign landing pages where all of the paid media from the campaign is driving traffic to. We will also be producing paid social media assets as the campaign is live so if you fit the campaign offering please share any photography or footage that could be used in the upcoming socials.
Can I co-brand my own marketing materials with the campaign? Yes, as long as you follow the usage guidelines in the campaign playbook. This ensures consistency and amplifies campaign awareness amongst the audience.
How can I get involved in the campaign? We would love all businesses and events across Nottinghamshire and The Peak District, Derbyshire and Derby to get involved in spreading the word and embracing this campaign. It could be as simple as using the campaign sticker on your organic social channels, sharing our campaign content or weaving in some of the campaign language into the centre of your communications. For the full guide on how to use the campaign, download our campaign playbook and assets book.
Download the Campaign Playbook
Download Nottinghamshire assets book, including social media templates and stickers
I would like to share a campaign exclusive offer how do I do that? if you would like to share an exclusive offer for visitors as part of the campaign that can be shared on the campaign landing pages and on our social media channels please get in touch with Rachel Briody (Visit Peak District Derbyshire and Derby) or Kinga Kapias: kinga.kapias@marketingng.co.uk (Visit Nottinghamshire) with your experiences, offers and events that you have for us to highlight on the landing page. Please bear in mind the two target audiences when sharing your offer.
How can I share the campaign on socials is there a hashtag? The campaign doesn’t have an official hashtag due to the limits being put on the number of hashtags allowed in posts by social media channels. If you would like to add a hashtag please use #CentreOfItAll . The best way to show us your content linked to the campaign please tag @visitnotts @visitpeakdistrict @visitderby
How will my business be featured if I submit an offer or experience? Approved offers will be showcased on the campaign landing pages and may be highlighted across paid and organic social channels, subject to content planning and audience relevance.
Can I share stories, itineraries, or behind-the-scenes content ? Yes! Authentic, story-led content is strongly encouraged. If you create something that aligns particularly well with campaign themes, let us know and we may be able to amplify it within our content planning.
How will the SEO appear for the campaign online? Will Nottinghamshire and Peak District Derbyshire both appear? Yes both Visit Nottinghamshire and Visit Peak District and Derbyshire and Derby will appear when searching for the ‘Centre of it all’ however the blog content is SEO enriched to ensure that both destination landing pages do not heavily compete with each other. On both pages there is a link for visitors to head to the other page to encourage cross pollination and staying longer in the East Midlands as a whole.
