Last updated 13:38, Wednesday, 26 November 2008

A campaign to promote Hadrian’s Wall to people living in the south of England is expected to generate an extra £3 million in spending from tourists in 2009.

Attraction: Following the marketing campaign, awareness of Hadrian’s Wall has risen in the south of England

Hadrian’s Wall Heritage Ltd launched its biggest marketing campaign this summer to coincide with the start of a major exhibition at the British Museum on the Emperor Hadrian. It included 200sq ft billboards at tube stations around London, showing images of the wall and surrounding countryside.

There were also adverts in the London Evening Standard and national newspapers.

Research found there was an eight per cent increase in the number of people who were either thinking about or had already booked a visit as a result.

It is estimated this would mean an extra 46,000 people would visit the area in the next year, bringing £3m of additional visitor spending.

Linda Tuttiett, chief executive of Hadrian’s Wall Heritage Ltd, said: “We were determined to make the most of the fantastic opportunity presented by this summer’s blockbuster Hadrian exhibition in London.

“That’s why we worked with a number of partners, including VisitBritain, on our biggest ever marketing campaign.

“This new research shows that the campaign has been a great success in generating additional interest in Hadrian’s Wall Country among people living or working in London.”

The 400 Londoners surveyed during July 2008 were also presented with a list of eight tourist attractions in the North East of England and more people were aware of Hadrian’s Wall than any other attraction.

In total 89 per cent people said they had heard of Hadrian’s Wall. Just over 80 per cent of people said they were aware of the Angel of the North, while a little under 70 per cent said they had heard of the Gateshead Millennium Bridge and Durham Cathedral.