Cumbria Tourism has unveiled major plans for a new marketing campaign that promotes the Lake District as an all-year-round destination during the traditionally quieter winter months.
The county’s official destination organisation, representing more than 2,500 tourism businesses, Cumbria Tourism will launch the new five-month campaign on November 1 2016, running through until the end of March 2017.
The new winter campaign will see the introduction of a new LoveCumbria Winter Rewards Card, which will offer special discounts to a string of popular tourist attractions. New media partnerships with publications such as BBC Countryfile magazine and Country Walking magazine have been formed, as well as a new winter breaks section on the new-look GoLakes website.
A series of targeted e-newsletters will be sent to Cumbria Tourism’s customer database of 160,000, while PR work with Visit England will also be ramped up.
Ian Stephens, managing director of Cumbria Tourism, says: “Unlike many other UK destinations, the Lake District Cumbria has a plentiful supply of popular events and places to visit regardless of the changing seasons. There is no doubt last winter was a challenging time for our £2.62 billion tourism sector, but we are finalising this campaign on behalf of our 2,500 tourism members to showcase Cumbria’s destinations on the national stage and help make the most of the current trend for staycations.”