Public Sector: Weightman to aid Derby with real ale drive

Derby is launching a campaign to promote itself as the real ale capital of Britain as part of an effort to draw in more tourists.

The initiative follows the city council's tourist board retaining Ian Weightman Media Services, after a pitch process.

Weightman said the drive to strengthen the city's link with real ale was part of wider efforts to promote the city as a destination for visitors.

'I think it's a powerful hook because it's something that would probably pick up some interest, as it has that degree of quirkiness about it,' he said.

'We would be looking to put a contemporary slant on it.'

The brief, put out by the Derby City Council tourism team, sought to increase footfall in tourism industry-related businesses by five per cent annually.

It also acknowledged that 'the city suffers from low awareness both as a leisure visit and conference/events destination'.

Weightman added: 'With cities such as Derby, one element of it is the need to change perceptions.

'There are several post-industrial cities that aren't always viewed in tourism terms as a short-break destination, so we need to get the message out about the regeneration that the city has gone through.'

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