In 2014 Marketing Cheshire adopted a new strategy which created two marketing entities: Chester and Cheshire. This came about from the realisation that audiences for these two products want slightly different experiences and in order for both to maximise their opportunities, it would be helpful to present them synergistically but individually e.g. separate websites. Chester and surroundings is clearly an important driver of visitors into Cheshire and will always have a part to play. However new tourism propositions are emerging that benefit from the proximity of Manchester and the Peak District in the North and Crewe station and Birmingham airport in the South so it is only right that they are managed appropriately.