Cumbria Tourism will be flying the flag for the county at one of Northern England’s most respected awards ceremonies, after being shortlisted in a staggering five categories for the Prolific North Marketing Awards.

The awards recognise stand-out marketing campaigns from across the North of England and the newly-revealed shortlists have been whittled down by a panel of industry leaders, with the final winners to be announced at a ceremony in Leeds later this month.

As Cumbria’s official destination management organisation, Cumbria Tourism has been at the forefront of two major campaigns in recent months: to help tackle the current recruitment crisis facing tourism and hospitality, and to encourage visitors to rediscover lesser-known corners of the county.

Cumbria Tourism’s #ThePerfectPlaceToWork Recruitment Campaign is a finalist in three categories: Best Not for Profit Campaign, Best Small Budget Campaign and Best Response to Change.

#ThePerfectPlaceToWork was developed as a direct response to tourism businesses’ concerns about the acute staffing crisis threatening the post-pandemic recovery of Cumbria’s visitor economy. Challenging perceptions about what it means to work in tourism and hospitality – and helping inspire both locals and people from further afield to take up roles within the industry – are at the heart of this ongoing campaign.

Meanwhile, the organisation’s #ThePerfectPlaceToBe campaign – to encourage more people to rediscover lesser-known corners of Cumbria – has also beaten off stiff competition to be nominated for Best Tourism & Leisure Campaign and Best Integrated Campaign.

#ThePerfectPlaceToBe focused on ‘attract and disperse’ activity to expand awareness of destinations including the Cumbrian coastline, Carlisle and Hadrian’s Wall country, and the east of the county, where Cumbria meets the North Pennines and the Yorkshire Dales. Its key objective was to encourage potential visitors to explore further, spreading them more evenly across the country this summer and helping increase economic benefits for traditionally less-visited parts of Cumbria.

Cumbria Tourism’s Head of Partnerships and Projects, Rachel Tyson, says, “We’re absolutely over the moon to be shortlisted for five categories in these well-respected awards, which celebrate the very best marketing innovation and creativity right across the North.

Both #ThePerfectPlaceToBe and #ThePerfectPlaceToWork have been developed with the tourism industry in mind, helping them to rebuild as the post-pandemic recovery continues.

 “We’re thrilled to have got to this stage and hope we can bring home the awards for Cumbria and all the hardworking tourism and hospitality businesses who have faced such a challenging time over the past 2 years. Fingers crossed for the final!”

The winners of the Prolific North Marketing Awards will be announced on Thursday 25 November at a ceremony in Leeds.  See the full shortlist here.



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