In 2014 Cumbria Tourism launched #theplacetobe campaign, featuring full page adverts in The Times Magazine and Daily Telegraph Magazine using stunning photography and catchy taglines to promote the county.
Posters and short films also appeared in key railway stations such as Manchester Piccadilly, Leeds, Edinburgh and Glasgow using the campaign imagery.
In 2015 #theplacetobe was developed using new adverts which featured in The Guardian and The Telegraph, in addition to a high profile social media campaign displaying the imagery and encouraging local businesses and visitors to create their own images using the campaign taglines. A competition was launched online to win a two night bed and breakfast stay for 8 people at The Threshing Barn, near Carlisle.
Underpinning this campaign are hundreds of journalist press trips that Cumbria Tourism hosts, and the distribution of over half a million leaflets and guides to encourage visits in 2015.