Cumbria Tourism is this week launching the latest phase of its Recovery Marketing Campaign to champion the county’s tourism industry – with the focus firmly on the positive difference local people can make to supporting jobs, businesses and communities during the winter months.
Cumbria Tourism’s #theperfectplacetobe campaign was launched to help tourism and hospitality businesses affected by more than £1.7billion lost income following the impact of COVID-19.
With the Government’s latest lockdown requirements, the renewed ‘local’ messaging will be more important than ever to encourage residents to support local.
A wide range of marketing and PR activity is being developed to inspire residents across Cumbria to back their local businesses.
Cumbria Tourism’s ‘MyCumbria’ residents’ rewards scheme will be a vital part of the campaign, promoting offers and discounts on a wide range of products in the run-up to Christmas.
Managing Director of Cumbria Tourism, Gill Haigh, says, “Throughout the first lockdown Cumbrian residents rediscovered what was on their doorstep; going out for their daily exercise, exploring their local areas with fresh eyes and pulling together as communities to support and embrace their local businesses who diversified and changed their offers to deliver and service residents.
“Supporting local really is vital right now, and it’s something that will benefit the whole county.
“We have so many first-class, locally run businesses and we’re encouraging people to make the most of that and throw their support behind our tourism industry when it needs them most.
“Each and every Cumbrian resident can make a difference. We are encouraging residents and businesses to ‘Make it a Cumbria Christmas’ this year. Whether it is ordering gifts online, buying vouchers for experiences and breaks to enjoy at a future date, or buying take away and essential goods, Cumbria has it covered.”
Chamber Chief Executive Rob Johnston said: “This lockdown couldn’t come at a worse time for businesses.
“It’s the busiest time of year for many shops, pubs and restaurants. The loss of trade will be catastrophic.
“Back in September we urged the Government to take timely action to avoid a full-scale lockdown in the pre-Christmas trading period. Sadly, they didn’t listen.
“Now we’re asking the public to do their bit by supporting local businesses where they can.
“Many shops have websites where customers can order online, or by phone, for home delivery and some pubs and restaurants are offering takeaways.
“By supporting local businesses, you’re giving them the best possible chance of survival. Make no mistake, some won’t come through this. That’s the stark reality.”
Cumbria Tourism’s campaign will run throughout the winter. The team is working closely with all six of Cumbria’s local authorities, as well as Cumbria Local Economic Partnership, to reinforce a collective #thinkcumbria message and bring the county together at this challenging time.