Now you may be thinking, hey we’ve seen this on your social media, and you would be right. But this was just the start of a wider campaign which will highlight so much that is good about our region. We welcomed a number of dignitaries to the King Richard III Visitor Centre for the launch, including representatives from the City and County Councils, and attractions including the KRIII Visitor Centre, Twycross Zoo, National Forest, National Space Centre and Great Central Railway. Guests also included local and national media, along with local bloggers and social media influencers.

Opening the event was Leicester's City Centre Director Sarah Harrison. Sarah highlighted the tough year that Leicester has had and the importance of looking forward as the country unlocks and local tourism kicks off again.

Uncovering the stories of Leicester and Leicestershire

Inspired by the discovery of King Richard III, Uncover the Story is an imaginative story-led campaign which brings together some of the region’s best-kept secrets and most famous sights into a campaign which highlights everything great about our city and county. It features a unique take on many of our area’s wonderful tourist attractions. For example did you know that in Leicestershire you can see Buzz Aldrin's underwear and Steve McQueen's Great Escape bike, dive to an Elizabethan shipwreck and see half a billion year-old fossils.

A wide range of eye-catching artwork is used in the campaign which is appearing on our website, across our social media channels, online and a whole range of other platforms. You can hear Mike Dalzell from the City Council talking about it on BBC Leicester by clicking this link and going to 1hr 14minutes.

A focus on the City

Councillor Piara Singh Clair, representing Leicester City Council at the event, was keen to highlight the major investment in the city over the past years. Around £9 million has been pumped into the city to make improvements to city spaces, to upgrade the roads and transport connections through the connecting Leicester project.

He also spoke about the Heritage panels which tell the story of key locations in the city. These link directly with our campaign as we seek to tell the stories of some of our most popular attractions and draws for tourists. Cllr Singh said “Leicester has so much to be proud of, whether it’s our thriving festival programme, the fantastic cultural scene or our many visitor attractions, accommodation providers, museums, food and drink producers, restaurants, bars and cafés.”

Our beautiful county

Representing Leicestershire County Council, Deputy Leader Councillor Deborah Taylor reinforced the message that this is the perfect time to launch a major new campaign. In supporting local tourism and businesses to recover following a tough year, she hopes to turbo charge the local tourism industry which before the pandemic saw 35 million visitors bringing in £1.9 billion to the local economy and supporting more than 22,000 jobs.

She also noted that this is an opportunity to change perceptions of Leicester and Leicestershire as a destination for tourists. She said “Rather than being a place you pass on the motorway on the way elsewhere, or a place to visit for a day, I hope that by highlighting some of the fantastic stories about our region, visitors will be enticed to uncover many more of the region’s best kept secrets.

Celebrating 2000 Years of History

We also used this event as an opportunity to premiere the first of our Uncover the Story videos, highlighting the 2000 years of history which make Leicester a unique and exciting place for anyone to visit. We’ll let that video speak for itself below.




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