Success for Cumbria Tourism’s Winter Marketing Campaign

Launched in November 2016, the Winter Campaign aimed to give an extra boost throughout the winter season showcasing the Lake District & Cumbria as an all-year-round destination to visitors. 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 were proud to work with key sponsors who helped support the campaign including Blacks, HF Holidays, Stagecoach, Lakelovers and the Lakes Culture project.

What’s next? – Following the success of the campaign, we are embarking on a new winter marketing campaign beginning in November and will be including the Love Cumbria visitor rewards card once again. We are currently talking to key sponsors and other partners and if you’d like to get involved with supporting the campaign by becoming a partner or providing a Love Cumbria offer please email the Marketing Team on campaigns@cumbriatourism.org or call 01539 822222

Read on to find out more about last year’s successful campaign. We’re currently developing our strategy to build on this for 2017/18 and increase our reach even more.

For more information on this year’s campaign and how to get involved please email Sue Clarke at sclarke@cumbriatourism.org.

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.

From the 1st of November, we will be again running the Love Cumbria initiative until mid-March 2018 and would be delighted for you to be part of the scheme.

 

 

All you need to do to get involved is agree an exclusive offer for card-holders. These do need to be particularly attractive to help attract visitors in the quieter months.

This campaign is centred on driving new visitors to the area to supplement those who already visit in the off-season and an attractive offer could help improve your winter trading.

Keep up-to-date with Love Cumbria, follow us on Facebook LoveCumbria and twitter @LoveCumbriaCard

Toolkits

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.

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

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.

eMarketing

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.

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

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.

Winter Imagery

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.

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.

For more details on the campaign

Contact Sue Clarke on
01539 822222 or sclarke@cumbriatourism.org