Success for Cumbria Tourism’s Winter Marketing Campaign

Launched in November 2016, the Winter Campaign aiming to give an extra boost throughout the winter season showcasing the Lake District & Cumbria as an all-year-round destination to visitors has come to an end. In just five-months, the campaign has had a staggering reach of over 25 million, a fantastic success for our first Winter Campaign we have undertaken without public funding. We have been proud to work with key sponsors who have helped to support the campaign including Blacks, HF Holidays, Stagecoach, Lakelovers and the Lakes Culture project.

Member Toolkits It was great to see so many of our members making the most of our #theplacetobe campaign imagery displayed below within their own eNewsletters and on social media. In the new year, we also added some new blog content to the member toolkits designed for our members to use alongside their own seasonal marketing. This included ‘spotlight’ blogs on various areas around the county showcasing what there is to do and what events are coming up.

What’s next? – Following the success of the campaign, we will look to embark on a new winter marketing campaign at the beginning of November 2017 and hope to include the Love Cumbria visitor rewards card once again. We will be talking to key sponsors and other partners in the coming months to formulate the campaign so don’t forget to include the opportunity when setting your budgets. We can’t get these results without your help!

Please don’t hesitate to talk to the campaigns team if you would like more details of how to get involved.

Love Cumbria Card – The Winter Campaign saw the launch of the new Love Cumbria card, a card scheme running throughout the winter season designed to give visitors a reason to extend their stay in Cumbria. The card included over 40 offers around the county from 2 for 1s on visitor attractions, to 20-30% off cafés and restaurants. The card cost just £10 for two people and could be used for a maximum of two weeks, therefore was perfect accessory for short and longer stays. The Love Cumbria card was valid until the end of March 2017. To keep up-to-date with Love Cumbria, you can follow us on Facebook LoveCumbria and twitter @LoveCumbriaCard.

Golakes – At the beginning of November 2016, we launched the winter breaks microsite ( This was the central point for visitors to book their winter break, have access to offers on accommodation, events and other seasonal content. As spring approached, the page was updated to suit the changing season. All campaign activity pointed back to the microsite and embraced #theplacetobe.

Emarketing – Our Enewsletters which are sent out monthly to our 166,000+ database aimed to give visitors the best possible reasons to plan a visit during winter, from promoting special offers on accommodation to showcasing the fantastic variety of seasonal activities and events across the county. Seasonal content published on the Golakes Blog showcased what activities there are to do over the winter period, events and area featured blogs. The campaign including the Love Cumbria card was promoted across our various social media channels, gaining a collective reach of over 18 million.

Press and PR – The campaign has gained an impressive amount of coverage throughout the five months, both visitor facing and in local press. It helped raise the profile of what Cumbria Tourism and its members were doing to counteract the effect of any bad publicity around the anniversary of the 2015 floods. Coverage was generated through press releases and press trips including those by Group Leisure, My Travel Mission, Visit Britain, Escapism, The Daily Telegraph, BritMums, Sunday Times etc. Our press partnership activity with Countryfile Magazine in December and Country Walking Magazine in February also gained some fantastic coverage.

Campaigns Team

Contact Francine Bult on
01539825023 or