Our Winter Marketing Campaign, which ran from November 2018 until the end of March 2019 has reached a staggering 34 million and we are pleased to share the results with you.

The campaign, now in its third year, aimed to challenge the perceptions of the Lake District, Cumbria, during a traditionally quieter time of year and to market the county as an all-year-round destination. We have worked with a number of key sponsors and partners who have helped to support the campaign.

Highlights include:

  • A combined social media reach of more than 26 million including #cumbriaday, which reached an estimated 16.5 million people on Twitter in less than 48 hours
  • More than 1.3 million eNewsletters sent to potential visitors promoting Cumbria as a world-class winter destination
  • Press coverage reaching 5.7 million
  • National press coverage including features in: The Express, Irish News, The ‘I’, Sunday Times Travel, Sunday Post and Telegraph online


A diverse range of marketing and PR activity helped us to promote Cumbria as a winter destination and to encourage longer stays. Working with Countryfile Magazine, the campaign included an inspiring four-page feature in the magazine’s February edition, highlighting a range of events and celebrations that our world class destination has to offer for 2019.

A key element of the campaign included the business support toolkit exclusively available for our members. Resources included a collection of stunning and thought provoking #theplacetobe campaign imagery using quirky straplines to challenge perceptions of our destination. We also produced a series of itineraries and content to help inspire visits, from itineraries focusing on our marketing areas to celebrating Cumbria’s key themes including food and drink, adventure, culture and heritage to name a few.


Golakes Card & Club

Following the support and success of Love Cumbria in previous years, the scheme was redeveloped and rebranded to the Golakes Card for the 2018-19 season. The winter-focused Golakes Card, available online and through participating businesses (plus complimentary cards for bookings made through Golakes throughout the campaign), offered exclusive discounts across our breath-taking region and was valid for a two-week period to help inspire and encourage visitors to explore Cumbria’s vibrant offerings over the course of their visit.

As a wider part of this initiative, we are also delighted to launch the Golakes Club. The Lake District, Cumbria, has a loyal and frequent tourist base visiting regularly throughout the year and we have met and spoken with people from across the country at multiple trade and travel events this year who enjoy visiting the destination time and time again. We therefore identified an opportunity to create the club as both a thank you as well as an incentive to keep visitors coming back again and again.

The Golakes Club is not just a discount card, but an annual membership, encouraging regular visits and promoting the opportunities available across Cumbria throughout the year. The scheme offers our members the exclusive opportunity to reach tourists with enticing offers and incentives. There is still time to get involved- to pledge your offer, please complete and return the booking form to campaigns@cumbriatourism.org


We are already looking ahead and beginning to put plans in place to boost our county’s profile during the traditionally quieter months – please contact us for more information.

For further information

Contact The PR Team on
01539 822222 or pressoffice@cumbriatourism.org