Destination Branding
Wilderness Refined
All our activity is targeted according to evidence-based strategies. For example, research showed that the Lake District, Cumbria was well-loved by many, but seen as old-fashioned by some. Wilderness Refined was devised to challenge negative perceptions. Look out for our Wilderness Refined dual or split images (view example above). In short, the image on the left presents a traditional image of Cumbria's breathtaking landscape - Wilderness. The image on the right showcases the quality, contemporary tourism product on offer - Refined.
Marketing
The Lake District and Cumbria is one of the most popular and well-loved tourism destinations in the UK. But popularity alone isn't enough in a very competitive market place and effective marketing is one of Cumbria Tourism's highest priorities.
Cumbria Tourism's marketing department is made up of three teams: PR, Marketing and E-Tourism. Together we offer a wide range of innovative and effective marketing opportunities including print, online, e-marketing and media activity. These activities give Cumbria Tourism members a chance to take part in campaigns totalling £1.2m.
We're active in a variety of markets and campaigns and work closely with regional, national and international partners in the public and private sectors. These pages cover the essentials of what we do, but if you have any questions, don't hesitate to contact us.
Holiday Guide
Our flagship brochure, 200,000 guides, 600+ advertisers and extensive distribution. Sales through the summer, publication around Christmas...more
Golakes.co.uk
3.3 million users per year. Online availability and booking for your business. Sales throughout the year with listings lasting 12 months...more
Best of Lakeland
420,000 copies, 5 languages and extensive distribution. Sales begin in the Autumn, distribution throughout the year..more
The Taste District
100,000 pocket maps, new e-magazine and affordable advertising options. Solicitation begins in February, campaign runs from spring to spring...more
Events Guide
420,000 copies and more than 500 events and things to do. Sales through the Autumn. Guide life from January to December...more
Themed campaigns
If you're familiar with the Lake District and Cumbria, you'll know it's a very special corner of England. These perceptions are well-deserved but they can overlook other aspects of what's on offer. For this reason, we target our marketing into key themes, and these are Adventure, Culture, and Food and Drink
