Winter warmer for Cumbria tourism industry

Date: Wednesday 11th April 2018
An image from the marketing campaign
An image from the marketing campaign

CUMBRIA Tourism, the county’s official destination organisation, says a major winter marketing campaign has achieved a 28 per cent increase on last year’s activity to boost visitor numbersby promoting Cumbria as an all-year-round destination.

In less than five months between November, 2017, and March, 2018, the campaign achieved a combined audience reach of more than 32 million.

This included a social media following of more than 22 million and over 1.9 million e-newsletters sent to the organisation's customer database.

"The overall aim of the campaign was to showcase the wide range of events and attractions people can enjoy throughout the winter, by sharing content, images and itineraries to inspire staycations and drum home the message that visitors are welcome at any time of year," said a Cumbria Tourism spokesman.

It said that other key successes of its campaign included more than 3.5 million page views to the golakes winter campaign sections and the central platform for visitors to book their break and plan itineraries; a new media partnership with Countryfile magazine that included a four-page feature in the January edition; and national press coverage.

Sue Clarke, sales and marketing manager at Cumbria Tourism, said: “Our winter marketing campaign has come to an end and we’re thrilled with the results.

"It has done a fantastic job of promoting the county as an all-year-round destination to visitors and challenging the perceptions of the Lake District, Cumbria, during a traditionally quieter time of year.

"In less than five months, we are proud to announce that the campaign achieved a reach of more than 32 million, showing an amazing increase of 28 per cent on last year’s campaign — and all without public funding.”