Drivers entering the Peak District National Park are being greeted by signs reading 'welcome to the Peaq District' as part of a week-long commercial tie-in with carmaker Skoda. The deal promotes the electric Skoda Peaq and aims to help meet a shortfall in funding after budget cuts.
Local residents and environmental groups have criticised the move. One local described it as a 'disgusting inversion of the values of the national parks', while another wrote: 'No objection to the branding at the top or the idea of raising funds, but don't change the name.' A third resident added: 'This sell off for funding is like selling a kidney for a new car.'
Mixed reactions
Some appear unfazed by the publicity stunt. One person said: 'If it doesn't obstruct the landscape and doesn't look out of place, let the ads generate extra money to keep it nice.'
Peak District CEO Phil Mulligan said: 'On the value of the deal, it is a reasonable amount which greatly helps the [Peak District] Authority to deliver important work, particularly around promoting active travel and looking to make our trails accessible to more people, partly through contributing to enhanced access works and partly through Skoda supporting the delivery of free cycle hire for all at our Parsley Hay cycle centre this week.'
Funding rationale
Mulligan added: 'Many people feel very strongly about the national park and that it is here for the nation, free to enjoy. Unfortunately, it is not free to deliver such public goods, they have to be paid for. With our government grant continuing to be cut in real terms every year and only covering about a quarter of our operating costs, we need income from a range of sources to continue to be able to deliver critical services for the nation.'
He noted the Skoda deal 'is very much aligned to our values' around lower carbon car travel. He explained that as part of the deal, there is a digital rebranding of the national park for one week only, and 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.'
