CHESTER will be advertised on national television for the first time in a drive to attract more visitors.
Marketing Cheshire is launching a national campaign to promote the city “more vigorously” as a short break destination.
Besides TV, there will also be radio advertising and a new website called visitchester.com.
The initiative is supported by the CH1 BID group (Business Improvement District), as well as heavyweights such as Chester Zoo, Chester Cathedral, Chester Race Company and the Grosvenor Shopping Centre.
It is also backed by Cheshire West and Chester Council (CwaC), the Chester and Cheshire Hospitality Association and all the city’s major hotels.
Katrina Michel, Marketing Cheshire’s chief executive, said: “We are delighted with the support we have received from key tourism businesses and other private sector companies and organisations in Chester to create a major national marketing campaign for the city this summer. Our aim is to inspire visitors to stay longer and explore more because people who overnight in the city generate more money for the local economy.
“We want visitors to come and stay for more than a day to remember.”
The TV commercial portrays a “fresh, contemporary, classical image” of Chester and includes landmarks such as the Eastgate Clock, cathedral, River Dee, racecourse and the Old Dee Bridge.
It includes scenes filmed at The Chester Grosvenor Hotel, Oddfellows, Grosvenor Shopping Centre and Doubletree by Hilton.
The film emphasises the city’s Roman origins and 2,000 years of heritage as a backdrop to enjoying a host of 21st century delights including designer shopping, soothing spas, fine dining, events and leisure activities.
Christophe Hesbert, chairman of Chester and Cheshire Hoteliers Association, said: “Getting TV coverage for Chester fulfils a key item in our wish-list for the city. We are delighted with the way that Marketing Cheshire has brought stakeholders together to invest in a major marketing campaign for Chester.
The short breaks market nationally is hugely competitive and we need to devote more resources to campaigns of this kind to make sure Chester stays ahead of the game.”
Jamie Christon, Marketing Cheshire board member and managing director of Chester Zoo, added: “Chester is a superb choice for a short break destination and works well as a touring base ideal for exploring the amazing range of attractions like Chester Zoo and Cheshire Oaks on its doorstep.
“We are delighted to be supporting this exciting new marketing campaign and applaud the investment in TV advertising that has worked well for Chester Zoo over the years.”
l Cheshire West and Chester’s visitor economy is now worth £1.51 billion.
Last year, visitors spent £92 million on accommodation, £60m on things to see and do, £577m on shopping, and £300m on food and drink.
See full story in the Chester Leader