‘Bonkers day out’ campaign drives interest

A County Durham regeneration charity is putting Bishop Auckland firmly on the visitor map with a campaign promoting a “bonkers day out” in the historic town.

The Auckland Project has launched a major advertising drive under its public-facing Bishop’s alive brand, appearing on buses, roadside posters and digital channels regionally and nationally.

Since launching in July, the campaign has reached more than 3.5 million people, with website traffic increasing around 200 per cent.

New visitors to the website have risen 500 per cent, while online ticket sales are up more than 60 per cent.

The campaign showcases Bishop Auckland’s heritage and cultural attractions, including Auckland Palace, its historic grounds, galleries, gardens and Deer Park.

Visitors travelling by bus or train are also being encouraged to choose greener transport, with a 20 per cent discount on a Bishop’s Key available by presenting a valid same-day travel ticket at Auckland Tower.

Stephen Reed, director of marketing and communications at The Auckland Project, said: “Where else in the world can you find one of the world’s finest collections of Spanish art sitting round the corner from a Greggs, cross the Market Place to perhaps the largest collections of mining art, then visit the palace from where the Prince Bishops wielded their power and if that doesn’t sound enough stroll some extraordinary gardens and Deer Park? 

“As a Times journalist recently said: “it's ‘a slightly bonkers day out”! 

“By taking our ‘bonkers’ story out into the street across the region, and onto the phones and screens of potential visitors further afield we’re rapidly changing how people think about Bishop Auckland and placing it firmly on their ‘must visit’ map. 

“It’s about ensuring people in, and planning to, visit the region know that Bishop Auckland is alive with history, nature, art and good food.”

Founded by Jonathan and Jane Ruffer in 2012, The Auckland Project is using art, heritage and community engagement to regenerate Bishop Auckland and grow its visitor economy.

Alongside its attractions, the charity works with local schools, colleges and communities to create opportunities, support the economy and build pride in the town’s heritage. 

For more information or to book tickets, visit www.aucklandproject.org.

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