Cumbria Tourism’s Winter Marketing Campaign has launched!

Last year Cumbria Tourism introduced the county’s first ever Winter Marketing Campaign. Its success was unprecedented. In just 5 months, the campaign gained a collective reach of 25 million; within this generating 16 press trips, a social media reach of 18,771,185, an advertising equivalent value of £203K and successfully boosting business throughout the season.

Building on the enormous success and the positive visitor trends that last year’s campaign created, Cumbria Tourism is now busily preparing the 207/18 Winter Marketing Campaign.

As the county’s number one destination marketing organisation and through its strong partnerships with Visit England, Visit Britain and the national press, together with valuable insight captured from last year’s campaign, Cumbria Tourism’s marketing experts are confident that this year’s campaign will have even greater impact. Building on the momentum created by the recent World Heritage Status announcement for the Lake District, the high end campaign will strongly position Cumbria as the UK’s number one must visit placetobe this winter. Targeting key audiences the campaign will create powerful and resonating reasons to book winter breaks, to stay longer, visit more and ultimately increase spend.

The campaign will run from November 1st until 18th March – traditionally quieter periods – and will include lots of opportunities for you to get involved in.

Cumbria Tourism will work together with you to help make this winter’s trading the best ever for the county and your business.

To get in touch regarding any aspect of the campaign, please contact the team on campaigns@cumbriatourism.org.

Love Cumbria Card

We are proud to report that last year we sold over 850 Love Cumbria cards. Building on the success of the card initiative last winter, we are again running the visitor rewards card for the duration of the campaign which focuses on driving new visitors.

The card includes over 40 fantastic offers around the county from 2 for 1s on visitor attractions, to 20-30% off cafés and restaurants. The card costs £10 for 2 people for use throughout their stay. It is available to purchase on Golakes.co.uk, along with other businesses who would like to sell the cards (Tourist Information Centres, hotels, cottage companies to name a few).
If you would like to pledge an offer, please get in touch on campaigns@cumbriatourism.org.

 

Experience has shown that attractive offers really encourage visitors to come in the quieter months; 2 for 1 offers on afternoon tea, attractions and activities, 20-30% off food or a retail discount work best. There is no cost to provide an offer; the campaign is all about driving new visitors rather than detracting those which you would have got anyway. All offers are advertised on the Winter breaks section of Golakes.

We are also giving our members the opportunity to purchase Love Cumbria cards. Buying the cards in bulk for a cost of £5 +VAT per card is a fantastic way to help boost online bookings by providing the cards as added value. Alternatively the cards can also be bought to sell to your visitors and guests for you to make some commission. Please get in touch for more information on how you can purchase cards for the winter.

Toolkits

We provide a winter toolkit for members to download including itineraries for your visitors and guests, as well as campaign imagery for you to utilise to boost your own marketing (e-newsletters, social media and other channels) – a great content resource for you to make the most of. The toolkit will be updated throughout the campaign to incorporate seasonal themes, so please an eye on here for more information.

Winter Imagery

The images below are part of the Cumbria Tourism member toolkits which can be used throughout the campaign. Members are free to use the images alongside your own marketing but must follow the guidelines of use which can be found here.

Please note, the campaign images must remain in the original format including the bar at the bottom with the branding and web address, these should not be altered in any way.

As we head into 2018, we will be updating the campaign images to reflect the changing season, therefore please keep an eye on this page for updated imagery and content for you to use.

Widgets

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.

Golakes

All Winter Campaign marketing will be pointing back to the winter breaks microsite golakes.co.uk/winter. The award-winning site receives a staggering 19m page views each year and will again be the central point for visitors to book their winter breaks, have access to offers on accommodation, events and other seasonal content.

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 are also highlighting special winter breaks and offers on the winter breaks page, therefore please get in touch to promote your special offer on the site.

eMarketing

Positive messaging during the campaign period will be expertly promoted using our online platforms including our visitor database of 168,000+ email contacts and a social audience of more than a quarter of a million (Facebook, Twitter and Instagram). The site aims 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.

Publications

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

Our expert in-house PR team are again targeting key journalists to visit and enjoy the area this winter and sharing content on key events, things to do and positive stories over the course of the campaign. Please let us know of anything special you have planned over this key time to encourage press interest.

As part of the campaign packages we will also be organising press partnerships to help gain valuable coverage for why Cumbria is #theplacetobe this winter. worked with Countryfile and Country Walking and based on the success will be working with similar titles again this year

Social Media

Our social media audience currently has a combined reach of over 237,000. We will be promoting winter breaks, events and reasons to visit the area through our own channels.

You can interact with our social media by using the hastags #theplacetobe #LoveCumbria and sharing your stories and pictures.

Downloads

Members of Cumbria Tourism can download campaign images and toolkits HERE. If you have not yet received your password to access this content please contact us.

Call for winter content, images or events!

We’re looking for extra winter content which can be shared on social media, golakes.co.uk and throughout the campaign.

Do you have any special winter snaps? Or perhaps you are hosting an event over the winter period, if so, make sure you let us know!

When promoting your winter imagery on social media, don’t forget to use the hashtag #theplactobe and #LoveCumbria and we will endeavour to share this with our followers.

For more details on the campaign

Contact Sue or Francine on
01539 822222 or campaigns@cumbriatourism.org