With less than three weeks to go before winter officially begins, a campaign to support accommodation and attractions during the cosier months is well-underway at Cumbria Tourism, to ensure the county continues to be widely recognised as an all-year-round destination.
Over the next three months, #theplacetobe campaign will focus on visitors challenging themselves by taking part in new, adventurous activities, as well as highlighting health and wellbeing benefits by choosing Cumbria as a place to relax and unwind in cosy surroundings.
With 14 million page views every year, our visitor-facing website golakes.co.uk is the central focal point for would-be guests to book their winter breaks and access seasonal offers for accommodation and events. This winter, there is also the added bonus of Cumbria offering more Michelin-starred restaurants than ever before – the highest number of stars anywhere north of London.
The stars don’t stop there either, with The Lake District, Cumbria boasting some of the darkest skies in the country – giving visitors just one great excuse to visit beyond Christmas and the New Year.
As part of the campaign, Cumbria Tourism is developing targeted content to help inspire winter visits on social media and through a programme of press trips with more national travel writers. The continuing growth of social media is also expected to play a key role in the campaign’s success, with a massive 26 million people reading about Cumbria through platforms like Instagram, Facebook and Twitter.
With huge potential to grow the seasonal visitor economy when Cumbria has the capacity to accommodate additional visitors, the latest phase of #theplacetobe campaign again aims to drive much-needed trade during the winter months and encourage longer stays, in all six of the county’s districts.
To support tourism businesses, an interactive resource is available with ideas, itineraries and imagery they can use on their own websites and marketing channels. Cumbria Tourism is also partnering with individual businesses to offer them more tailored packages of support during the low season.
Head of Marketing and Sales, Rachel Tyson, says, “Winter trading is vital for our local economy and communities, helping to create and maintain all year-round employment for many people. Cumbria is one of the few rural and coastal destinations to attract people all year-round, so a high-impact campaign is vital to maintain visitor confidence and cement this trend during a traditionally quieter time of year.
Last winter’s five-month programme of seasonal marketing activity reached a combined audience of more than 34 million people thanks to travel features generated by Cumbria Tourism in titles including The Times, Sunday Times Travel, The Telegraph, The Express and People’s Friend.