Marketing Nottingham & Nottinghamshire along with its visitor-facing brand Visit Nottinghamshire and Partners have been recognised with a 2026 EMEA Summit Award for Best Integrated Destination Marketing Campaign, following the success of the regional ‘At the Centre of It All’ campaign.
Commissioned by the East Midlands Combined County Authority (EMCCA), the campaign brought together Visit Nottinghamshire, Visit Peak District, Derbyshire & Visit Derby, alongside East Midlands Railway and more than 500 tourism businesses, under a single regional tourism proposition.
The campaign represented a new approach to destination marketing in the East Midlands, enabling destinations to work collaboratively rather than compete for visitor attention. Through a shared creative developed by Vivid Everywhere, the campaign showcased the distinct experiences of the region – from the energy and attractions of Nottingham and Derby to the landscapes, wellbeing and outdoor experiences of the Peak District, Derbyshire and Nottinghamshire.
The campaign was built around detailed audience insight, bringing together visitor data, postcode analysis and market research to understand different audiences and what motivated their travel decisions. This informed the campaign proposition, messaging and media activity, helping ensure investment was focused on audiences with the greatest potential to engage and convert.
The collaborative approach extended across the region, with more than 500 tourism businesses provided with campaign assets, creative resources and a shared playbook. This enabled businesses to amplify the campaign across their own channels and helped create a consistent regional presence across hundreds of additional touchpoints. East Midlands Railway also supported the campaign, extending its reach through additional audience channels.
Megan Powell Vreeswijk, CEO of Marketing Nottingham & Nottinghamshire including Visit Nottinghamshire, said:
“We’re delighted to see ‘At the Centre of It All’ recognised with this award. The campaign demonstrated what can be achieved when destinations, partners and businesses come together behind a shared ambition.
“For Visit Nottinghamshire, being part of a regional campaign allowed us to showcase what makes Nottingham and Nottinghamshire distinctive while also using cross promotion opportunities across Derbyshire and Derby. The strength of the campaign came from the collaboration behind it – from EMCCA and our destination partners to East Midlands Railway and the hundreds of tourism businesses who brought the campaign to life.
“The results demonstrate the value of combining strong audience insight with creative destination marketing and, importantly, a coordinated approach. We’re proud of what the partnership achieved and of the foundations it has created for continued collaboration and tourism growth across the region.”
The Best Integrated Destination Marketing Campaign award recognises the campaign’s combination of strategic insight, creative execution, partnership working and measurable results, highlighting its potential to provide a scalable model for future collaborative destination marketing across the East Midlands.
Posted on 09 October 2026
