[C]umbria Tourism – the county’s official destination organisation – is celebrating once again with the results of a major winter marketing campaign that has achieved a 28% increase on last year’s activity to boost visitor numbers by promoting Cumbria as an all-year-round destination.
In less than five months between November 2017 and March 2018, the campaign achieved a combined audience reach of over 32 million. This included a social media following of over 22 million and over 1.9 million eNewsletters sent to our customer database. The overall aim of the campaign was to showcase the wide range of events and attractions people can enjoy throughout the winter, by sharing content, images and itineraries to inspire staycations and drum home the message that visitors are welcome at any time of year.
Working with Cactus Creative to create stunning visuals the new World Heritage Site status was incorporated to build upon the success of the award-winning #theplacetobe campaign which has been promoting the Lake District, Cumbria, nationally and internationally.
Other key successes of Cumbria Tourism’s five-month winter marketing campaign included:
- More than 3.5 million-page views to the golakes winter campaign sections and the central platform for visitors to book their break and plan itineraries
- New media partnership with Countryfile Magazine that included an inspiring 4-page feature in the January edition.
- A series of targeted e-newsletters to Cumbria Tourism’s visitor database of 168,000+ people.
- Complimentary messaging to a combined social media following of 277,000+
- National press coverage in The Times, The Scotsman, The Telegraph and Hello Magazine
Sue Clarke Sales & Marketing Manager at Cumbria Tourism says; “Our Winter Marketing Campaign has come to an end and we’re thrilled with the results. It has done a fantastic job of promoting the county as an all-year-round destination to visitors and challenging the perceptions of the Lake District, Cumbria, during a traditionally quieter time of year. In less than five months, we are proud to announce that the campaign achieved a reach of over 32 million showing an amazing increase of 28% on last year’s campaign – and all without public funding.”
