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National television campaign launched to celebrate UK Staycation city award

Marketing Cheshire Chester Chester BID Cheshire West and Chester visitor economy Aug 25, 2021

Chester won ‘City of The Year’ in the Staycation Awards

Chester was recently titled ‘City of The Year’ in the Staycation Awards beating competition from other hugely popular tourist cities like Edinburgh and York. Chester BID alongside Destination Chester and Marketing Cheshire have created a television advert to capitalise on the win and boost the city’s economy further.

At the heart of the short campaign is a ‘Chester’ 30 second advert which has launched across national television channels and digital platforms, with a beautifully filmed, fast-paced montage of the jewels across Chester’s tourism crown including Chester Zoo, The River Dee, The Rows and Grosvenor Park Open Air theatre, in a push to further drive tourism to the city and its businesses.

Carl Critchlow, Chester BID Manager, is determined that Chester’s staycation boom will help to provide much needed stability for the city’s businesses. He said: ‘This award is an amazing achievement and one of the reasons we won was the city’s brilliant Covid response – largely down to the city’s businesses, who continue to amaze us throughout this pandemic. They were nimble, they created innovative ways of working and have proved themselves to be reactive, and smart. We have had some tremendous success stories amongst all the obvious challenges. More businesses opened in 2020 than closed – and the new high street is being driven by the independent sector. Our independents are now a huge pull for tourism, as visitors continue to look for something unique, and that is what our city is all about.’

He added: ‘When visitors stay overnight in the city, we see over four times the spend across the city’s businesses than a day visitor brings. So, it’s really important for the city’s economic recovery and for business success that we keep on pushing the Chester staycation story out there.’

Nicola Said, Commercial Director, Marketing Cheshire said: ‘The anecdotal stories we are hearing from visitors is that they are choosing Chester as it feels safer than other cities, with a gentler pace and with more access to outdoor green spaces. The television advert will serve to reinforce those messages as we create a focus specifically on outdoor offerings to drive tourism.

We were delighted Marketing Cheshire’s entry into the Staycation awards was successful as we are so well placed in the current UK staycation market – being very much a city surrounded immediately by countryside for rural attractions, historic gardens and country walks – and in close proximity to the beaches in Wales and the Wirral.’

Jamie Christon, CEO of Chester Zoo and Chair of Destination Chester, the economic network set up to help the city’s tourism partners recover from the pandemic, said: ‘Chester has always been popular with international and UK tourists. We have world beating attractions, unique historical interest sites and a brilliant hospitality offer. Despite devastating times and temporary closures during the height of the pandemic, the city has recovered at a phenomenal pace. Tourists have flocked back this summer and hotel occupancies are stronger than ever.

Our purpose is to keep this momentum going throughout autumn, winter and through to next year, and this advert will provide a visual reminder to the UK to visit Chester and also further publicise our excellent win at The Staycation Awards.’

Special thanks to all the the city of Chester and all the businesses that helped with locations, including: Abode Chester, BarLounge, Chalk, Chester Boat, Chester Cathedral, Chester Racecourse, Chester Zoo, The Grosvenor Park Open Air Theatre, Shrub and XT Sup.

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