An advertising campaign, promoting Cumberland and its many spectacular visitor attractions, is set to reach a potential audience of more than 750,000 people from this week.
Funded by the UK Government, the Cumberland Council showcase will include TV advertising and billboard advertising.
It builds on the ongoing campaign to attract visitors to the area and boost the local tourism economy. Previous promotional activities have included a Food & Drink campaign and promotion of the Adventure for Everyone tourism sector.
The new advertising campaign will coincide with the relaunch of the Discover Carlisle and Western Lakes & Coast websites, which are currently under development.
The websites aim to promote the Cumberland area, its places, its businesses, and its communities. They are sleek and modern in their design with brand new place branding, photography, and video - produced by local photographers and videographers.
New features include the ability to build a shareable wish list to help plan your visit, and users can now navigate the site using maps to encourage them to explore more. Business owners can feature more images to help them to showcase themselves.
The websites also hold new product information developed over the last three years including, new itineraries, food and drink and adventure for everyone.
Outdoor advertising on large format digital billboards has been taken at seven sites across Glasgow, Sunderland, and Gateshead. These sites were chosen as they are within two hours drive time of Cumberland. Adverts will be displayed every two minutes between 3 March and 30 March.
The TV commercial will broadcast on ITV across the Border region (Cumbria and Dumfries and Galloway, the Scottish Borders, and parts of Northumberland) from 10 March to 30 March 2025.
Councillor Anne Quilter, Cumberland Council’s Executive Member for Vibrant and Healthy Places, said:
“We are showcasing Cumberland and our many visitor attractions to a wide audience and opening their areas to the amazing places we have to visit and enjoy. Our new websites make it easy to find out our city, towns and rural areas.
“Supported using the talent of a local web designer, photographers and videographers we’re celebrating all that Cumberland has to offer and building local pride of place.”
Cumberland Council is also working with Cumbria Tourism on a digital campaign promoting the area.
The TV commercial features:
- Bassenthwaite Lake
- Carlisle Castle
- Carlisle Cathedral
- Castlerigg Stone Circle
- Crummock Water
- Cumbrian Heavy Horses
- Derwent Water
- Early ascent up Grisedale Pike
- Ennerdale
- Eskdale river Esk
- Gelt Wood
- Honister Slate mine
- Keswick Launch
- Maryport Harbour
- Muncaster
- Ravenglass
- Ravenglass and Eskdale Railway
- Silecroft Beach
- Talkin Adventures
- Talkin Tarn
- The Lakes Distillery
- The Spa at Underscar
Both destination websites were produced on Cumberland Council’s behalf by We Are Digital.
Footage in the TV commercial was provided by Adamedia, Stuart Walker Photography and Herd's Media.