Herefordshire is launching its first ever TV ad as part of a continued marketing drive to raise the county’s profile for staycations as coronavirus travel restrictions limit holidays abroad.

The advert, part of a big campaign to bring a tourism boost to Herefordshire, aims to attract more day-trippers and holiday makers to enjoy the county, hugged by the Brecon Beacons to the west and Malvern Hills to the east.

The advert invites enlists the talents of popular folk band The Kilpecks who wrote the soundtrack, and showcases locations including Canoe the Wye in Symonds Yat, near Ross-on-Wye, Garway Hill in the Golden Valley, and White House Glamping in How Caple, also near Ross.

The advert aims to show off relaxing times enjoyed in the county’s landscapes and winding rivers, as well as amazing local produce.

It was filmed as part the Covid tourism recovery marketing campaign funded by the Marches Local Enterprise Partnership, initially launched last autumn, and run by Herefordshire Council.


The people behind the campaign said: "Up until now Herefordshire has very much been under the radar from a tourism point of view, taking a much lower profile than neighbouring regions such as the Cotswolds.

"This ongoing campaign aims to rectify this and put the county on the map to drive economic recovery post Covid and showcase its finest assets.

"The 30 second ad is a true collaboration between people who live in Herefordshire with the creative concept being developed by Leominster based agency Orphans and directed by filmmaker and photographer Venetia Dearden based in Hay-on-Wye.

"It will be rolled out on digital platforms immediately and will feature on the Food Network as well as ITV Weekend from Saturday, July 24 as well as being supported by organic and paid for social media."

Councillor Ellie Chowns, cabinet member for environment, economy and skills, said: “Herefordshire is a beautiful place with so much to offer visitors, as this ad shows.

"Tourism is a vital and growing sector of our local economy, and we know this ad will help to further boost jobs by encouraging new visitors to discover the delights of the county."


Helen Bowden, director of Orphans, added: “We recognise that good food with local provenance is a huge draw for visitors and therefore our main theme including our legendary Herefordshire beef and craft ciders through the various foodie adventures people can enjoy.

"Having our own song is very special and we hope everyone living, working and visiting the county will enjoy singing along, I know I will."