Cumbria Tourism teams up with UK’s leading outdoor retailer

Blacks heads up list of new corporate partners

The leading outdoor retailer in the UK has thrown its weight behind Cumbria Tourism’s winter marketing campaign to promote the county as an all-year-round destination.

Cumbria’s official destination organisation is announcing details of a new partnership with Blacks, as part of a major promotional drive on behalf of its 2,500 tourism members between now and the end of March.

Other key names to back Cumbria Tourism’s winter marketing campaign include HF Holidays, Stagecoach, Lakelovers and the Lakes Culture project.

The businesses will be involved in a range of promotional activities nationally, including a wide range of digital marketing, competitions and feature ads in glossy magazines to show that the Lake District, Cumbria is #theplacetobe this winter.

This latest news follows the launch of Cumbria Tourism’s Love Cumbria rewards card aimed at giving people a range of special deals and discounts to incentivise more visits during the traditionally quieter winter season.

Rachel Tyson, Head of Marketing & Sales at Cumbria Tourism, says, “We’re thrilled to announce these latest new partnerships, as all of these organisations have a special affinity with the area.
“Blacks really epitomises the very best of outdoor activities and adventures – the perfect fit for the Lake District, Cumbria. It’s the first time we have worked with this famous outdoor brand, so we’re looking forward to developing some exciting ideas together to entice more visitors to this special part of the country.”

Lee Bagnall, Managing Director of Blacks Outdoor Retail Ltd, says, “The Lake District is one of the most scenic regions of the country, offering beautiful villages and a range of walks through stunning countryside no matter what the season.  It’s an all year round destination and we are keen to support Cumbria Tourism in its campaign to help raise awareness and encourage more visitors to the area during the winter months.”

Notes to Editors:

For more information, please contact Cumbria Tourism Press Office on: 01539 822222 or email

1.Cumbria Tourism is the lead organisation for tourism in the county and is at the heart of the Cumbria Visitor Economy. It is also the largest membership organisation in Cumbria with more than 2,400 members. In 2015, more than 43 million people visited Cumbria, contributing more than £2.62 billion to the local economy and support around 61,000 jobs.

2. For more information about visiting the Lake District, Cumbria, visit:

3. To find out more about the work of Cumbria Tourism, visit

For further information

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