Our green travel campaign has now reached 30 million people. Highlights include achieving almost 1.5millon playthroughs of Cumbria Tourism’s new high-impact videos on ITV On Demand, YouTube and other online channels.
Crucially, the latest phase of the campaign has also prompted thousands more visitors to travel to and around the county car free – saving 1.3million miles of car journeys on the Lakes Line alone.
With more than 8,000 people on the Lakes Line taking advantage of Northern’s special rail ticket deal over six weeks, it’s estimated that £1.1million in revenue was generated for tourism-related businesses by these train passengers.
Visitors were prompted to choose train travel following Cumbria Tourism’s six week burst of high-profile marketing activity, with Carlisle, Morecambe Bay, Cumbria’s west coast and the Central Lakes among the accessible car-free destinations highlighted.
As well as online activity, inspirational big screen advertising promoted the Lake District, Cumbria at some of the country’s busiest commuter hubs, such as London Euston, Manchester Airport and Liverpool Line Street. The region also featured on a huge 12 metre wide ‘digi-bridge’ across the Mancunian Way – one of the North West’s busiest car commuter routes.
Phase three of the travel campaign will get underway shortly, with the Cumbria Tourism team continuing to drum home positive travel messages, practical content and inspiration.
The £285,000 campaign follows robust and sustained lobbying at government level, with Cumbria Tourism working alongside Cumbria County Council and Transport for the North to secure funding through the rail industry amid disruption to train services over the past 12 months.