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.
In December 2015 Cumbria along with much of the north of England was hit by devastating floods which meant CT needed to turn around a recovery campaign quickly and efficiently. #theplacetobe campaign was ideally placed to be rolled out further with new images, video and advertising getting positive messages out about why people should visit in the early part of 2016. This campaign alone reached 34 million people over a matter of a few weeks.
Since then the membership still feel strongly that the campaign is relevant so it continues with the Winter campaign of 2016/17 being a focus due to the floods affecting business the previous year. The focus of this campaign was to dispel any feelings that people shouldn’t travel to Cumbria in Winter. The campaign included a new visitor rewards card (LoveCumbria card) which gave discounts to people travelling between November and March. Again the campaign has proved a huge success, the statistics are yet to be compiled.