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West Cumbria Tourism kicked off a brand new marketing campaign for the Western Lake District entitled ‘The Other Side of The Lakes’ this month. The activity is part of an awareness raising campaign to increase visits to the area in 2012 and beyond.
West Cumbria Tourism is funded by Britain’s Energy Coast in partnership with Nuclear Management Partners, and also funded by Allerdale Borough Council, Copeland Borough Council and supported by Cumbria tourism.
The team made up of Katie Read and Lucy Hardy are based at Maryport and are half way through a 2 year funding programme entitled Destination West Cumbria of which this marketing campaign is a key element of.
To start this campaign, they have produced a 12 page colour destination travel supplement that was circulated with the Northern Edition of the Guardian newspaper on Saturday 19th May. The glossy supplement features a whole host of information about the area covering the coast, villages and towns, days out, events, activities, food and drink and destination suggestions.
175,000 copies of the supplement have been circulated within The Guardian and an additional 25,000 copies are being distributed throughout Cumbria over the next 6 months.
Alongside this activity, their website www.western-lakedistrict.co.uk has undergone a major re-design and went live earlier in the month.
The website showcases all that is great about the Western Lake District and is designed to compliment all other marketing activity carried out, by improving people’s perceptions of the area and increasing their awareness.
A new feature on the website is a regular blog from Sophie Crewdson, a native Cumbrian. She has teamed up with West Cumbria Tourism as part of this major campaign to promote the Western Lake District. Sophie’s blogs are designed to give visitors and residents a different insight into what’s on offer in the Western Lake District.
Sophie says “We want to get people talking about those hidden gems that we all love and know. After all creating a blog is just a great way of sharing information, pictures, hints and tips on those must see things or must do events.“
The new site is full of useful information, and is linked to an accommodation booking system, which will allow the visitor to click and book there and then. As well as accommodation listings, it features Attractions, Events and lots of other suggestions for things to see and do in the area.
Luke Dicicco, Communications Manager at Britain’s Energy Coast, said: “The Western Lake District boasts Britain’s favourite view at Wastwater, mile-upon-mile of stunning coastline, vibrant towns and villages, superb locally produced food and drink and some of the biggest and best events around. It is a great place to visit, as well as a great place to do business. This packed campaign will let the wider world know just how great this unsung corner of Cumbria is.”
All of this work is part of a concerted national marketing campaign due to commence shortly, using regional and national media outlets to really showcase the Western Lake District like never before, and promote its unique assets including the beautiful landscape, glorious coastline and genuine hospitality.
Katie Read Manager of West Cumbria Tourism said: ‘’This major marketing campaign is a great opportunity for the Western Lake District to showcase what we as a visitor destination have to offer at a national, regional and local level. We are providing information to potential visitors in a whole host of formats both online, social media platforms and in more familiar print formats. This is a real chance to show what is best about the area and share that with visitors.’’