It was great to see so many of our members making the most of our #theplacetobe campaign imagery 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.
We can again supply you with widgets for your website that give you content for local events, accommodation or attractions within an agreed radius of your businesses.
At the beginning of November 2016, we launched the winter breaks microsite (golakes.co.uk/winter). 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.
All campaign marketing and promotion points back to this winter section. So with this in mind, please ensure your Golakes entries are up to date. We will be highlighting special winter breaks and offers. If you haven’t already sent yours through, please do.
Our eNewsletters, sent out monthly to our 168,000+ database, aim 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 will showcase what activities there are to do over the winter period, events and area-featured posts.
The campaign, including the Love Cumbria card, was promoted across our various social media channels, gaining a collective reach of over 18 million and this year we’re aiming for an even greater reach.
We produce 150,000 copies of the The Lake District, Cumbria holiday guide each year and in 2017 guide there was a focus on winter breaks. As well as this, there was promotion of the Love Cumbria card to 30,000 previous holiday guide requests in January 2017.
Press and PR
The campaign gained an impressive amount of coverage throughout the five month promotion, 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.
The below images were part of the member toolkits which were used throughout the campaign. Members are free to use the images but must follow the guidelines of use which can be found here. Please note, these must remain in the original format with the bar at the bottom with the branding and web address on, these should not be altered in any way.