Cumbria Tourism has launched a new high-profile campaign to encourage people across London and key Northern and Scottish cities to leave their cars at home this summer and take a more environmentally friendly staycation to the Lake District.
Big screen advertising promoting the region will be on display at some of the country’s busiest commuter hubs including Manchester Airport, London Euston and Liverpool Street station.
The campaign is timed to coincide with Northern Railway’s new 50% discount on selected online advance train tickets, enabling passengers to access hugely-reduced train fares to and around the county. With a range of greener travel options including trains, buses and boats, the campaign aims to protect Cumbria’s world-class landscape but also to give visitors a break from the stress of driving and parking during their visit.
The campaign also features a new high-impact video and photography showcasing the region, which will be shown on ITV On Demand, YouTube, and a wide range of online social media and regional news platforms.
A huge 12-metre wide ‘digi-bridge’ across the Mancunian Way – one of the North West’s busiest commuter routes – will also be teamed with digital marketing targeting an array of locations across the North West, Yorkshire, the North East, and Scotland.
Cumbria Tourism’s Head of Marketing and Sales Rachel Tyson said, “We want to dispel misconceptions about travelling by train and give visitors practical ideas and inspiration to encourage them to book breaks away in this amazing part of the world.
“Many people don’t realise just how much there is to see and do as soon as they step off the train, so we have created plenty of engaging content to encourage visitors to consider travelling by public transport and make the journey part of the experience.”