Peak District National Park Authority - Design and Advertising

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Following a pitch, Katapult were appointed to develop a poster campaign for the Peak District National Park Authority. The campaign was designed to increase usage of public transport amongst tourists and residents for leisure purposes as well as commuting. Secondary objectives were to build affinity with the Peak District and Derbyshire (PD&D) as a tourism destination with a view to driving repeat visits and to provide visitors with information that would increase their enjoyment and understanding of the area.

Posters were developed across three categories:

Promotional – to drive usage of public transport to and within PD&D by demonstrating how it enhances the PD&D experience

Welcome – to build affinity with local areas by highlighting unique selling points

Historical - Provide residents and visitors with information relating to the history of the line they are travelling on, with a view to increasing their enjoyment, interest and understanding of the area

The creative challenge was to accommodate references to local icons and landmarks in an inventive manner that avoided the clichés associated with destination marketing. The solution lay in building clear propositions and developing an iconic design style that integrated photography and visually arresting illustration.