Peak District labelled ‘sell outs’ after renaming national park on welcome signs

The Peak District has been labelled "sell outs" after renaming the famous national park on welcome signs as part of a car brand's advertising campaign.

Skoda and the Peak District struck a brand deal which has involved the national park temporarily installing signage to advertise the company's new Peaq model.

The welcome signage now dons the Skoda logo, with the "Peak District" changed to "Peaq District".

Locals have slammed the new signage, which is due to last a week as part of a "digital rebranding" deal.

TRENDING

Stories

Videos

Your Say

Protesters have gone one step further, placing placards that declare "national park for sale" and "cash needed" against the branded signage.

The branding deal was struck as the Peak District bosses attempted to diversify revenue streams due to budget cuts.

Objectors to the advertising campaign said the deal raised "broader questions" about the waning of environmental policies in the face of commercial needs.

Campaigners in Surprise View, near Hathersage in Derbyshire, have demanded the Government allocates more budget to struggling national parks.

See on Instagram

Tom Laws, a national park activist, said: "If national parks are prepared to sell their very name to the highest bidder, then we’re already on the path to industrial extraction of the most protected landscapes."

A woman on Facebook criticised the advertising deal, writing: "Why is the national park getting involved in advertising the largest car Skoda has ever made?

"So what if it's an EV?"

The branding deal also involves free bike hire at Parsley Hay Cycle Centre, as Skoda originally started as a bicycle business in 1895.

LATEST DEVELOPMENTS

• Hundreds forced to evacuate in Suffolk as huge wildfire races towards holiday park
• Herd of goats brought in to clear sea view at British resort fail as holidaymakers left outraged
• Grandmother taking on council due to row over 500-year-old oak tree

There has been a 40 per cent cut to national park budgets over the past decade, the Campaign for National Parks has found.

The budgetary tightening has lead to "agonising decisions", the campaign group said.

Phil Mulligan, the Peak District's chief executive acknowleged people's anger towards the branding deal, but said the park needed income due to government cuts.

Defending the deal, he said it brought in a "reasonable amount" of money, helping the park deliver on key work.

Mr Mulligan told the Telegraph: "There is a digital rebranding of the national park for one week only, and as part of this six signs have been temporarily installed for a few days.

"These will be removed next week.

"The ‘renaming’ of the national park is designed to spark interest and conversation about what value the national park offers and to engage new audiences to help them discover the benefits of spending time in nature and being more active."

A spokesman for Skoda UK told the BBC: "To celebrate the Peak District National Park’s 75th anniversary and the launch of our new all-electric Skoda Peaq, we’ve teamed up with the Peak District National Park authority to help shine a light on the UK’s very first national park.

"This partnership is focused on sparking positive conversations and encouraging more people to get out and enjoy the Peak District in a responsible way.

"Free cycle hire will also make it easier for visitors to explore the park more sustainably.

"It’s a temporary celebration of a truly special place, and it doesn’t change the name of the Peak District."

Our Standards: The GB News Editorial Charter