Gill Haigh, Managing Director and

Rachel Tyson, Head of Marketing & Sales,

Cumbria Tourism

Sponsored by

Partnerships & Collaborations

• Members

• VB/VE & Northern DMOs

• LEP, LDNPA and Local Authorities

• MPs

• Patron & Strategic Partners

• Federation of Small Businesses

• Transport providers

• World Heritage Marketing Group & other

tourism partners

• Lake District Foundation

Sponsored by

• 15 Cumbrian businesses invited to showcase at

Westminster

• #cumbriaday reached 16.5 million on Twitter

• 2500 tweets

• People who love Cumbria

• Excellent collaboration and uptake from businesses

and individuals

#cumbriaday

Sponsored by

Lobbying - The go to voice of the Industry

Sector Deal

Sponsored by

Current areas of focus

Sponsored by

• Millennials/Y’s will be largest spending group

• Powerful consumer demographic

• Huge shift in values and demographics

• Patterns of consumption & influence are different

• Use of technology ingrained

• Enhances every facet of their lives

• Don’t trust corporate sources unless validated

MILLENNIAL/GENERATION Y

Born between 80s & 90s

Now in late 20s & 30s

POST MILLENNIAL/GENERATION Z

25 & under

Younger audience

Microgapping

• 82% 18-34 year olds interested in a travel/career break

• 59% want to explore new cultures

• 34% want to tick something off their bucket list

• 25% want to volunteer or support a good cause

• 57% said they would likely go within the next three years

• Main barrier is financial and career impact

• VB is positioning ‘microgapping’ – shorter breaks near to home

Themes & Targeting

Key themes

• Outdoor Adventure (Adventure Capital)

• Heritage and Culture

• Food & Drink

Sub themes

• Experiences

• Luxury

• Wellbeing

• Festivals & Events

Domestic

• 3 hour drive/travel time

• North West, North East

• London & South East

International

• US & India

• Supporting Japan & China via existing

forums

Travel Recovery• Develop responsible itineraries

and experiences

• Produce creative video & imagery

• Two bursts of activity – Feb/Mar

& May/June

• Promotion in key rail stations,

online, social media & press

• PR, press trips and influencers

• Encourage signposting of travel

information by businesses

Campaigns

Sponsored by

#theplacetobe campaign

• 32M reach in Winter 17/18

• Golakes Club – VIP scheme

• Countryfile supplement

• PR/press trips

• Social media (audience of 300K)

• Push on winter breaks

• Toolkit for members

Digital

Golakes – 5M unique visitors

• Review of digital activity

Customer database 104K+ (post GDPR and good open

rate)

• Themed segmented databases

Social media audience of 300k

• 187k ‘The Lake District, Cumbria’ Facebook

Sponsored by

Marketing Opportunities

• The Lake District, Cumbria Holiday Guide (120K copies, mainly out of county)

• Attractions Guide (420K copies, in 6 different languages)

• Food and Drink Guide (30K copies, mainly in county)

• Adventure Guide (40K copies, mainly in county)

• Dog Friendly (40K copies)

Sponsored by

Taking Cumbria on the road

Sponsored by

International Marketing

• Discover England Projects

– England’s Northern World Heritage

Collection

– England’s National Parks Experience

Collection

– Manchester International Gateway

– National Trails

• Manchester & Liverpool Airport

arrivals

• India and US

Sponsored by

Destination PR

• In 2018 CT’s Destination PR reached 60M+

• Winter campaign (Daily Express, Sunday Times

Travel, the I and Irish news (Feb)

• Australian influencer visited autumn

• Film/TV location collaboration

– Social takeover 20 Feb (ahead of Oscars)

– Creative England to pose a number of

questions

– NW DMOs will take part

– #filminNWEngland

Sponsored by

Making CT work for you…

• CT will continue to lobby on your behalf

• Access to CT’s marketing channels

• Destination PR opportunities

• Enter CT awards

• Free advert on Golakes and extra pages where relevant e.g.

Weddings, Food and drink, conferences

• Free business advice and workshops (Growth Catalyst)

• Free access to CT’s research

• Networking, introductions, signposting, letters of support

• Post job vacancies with CT

• Shape our activity/Have your say

• Itineraries/content

• Marketing toolkits

• Photography

• MyCumbria Food & Drink offer

Benefits negotiated for your business…

• Lamont Pridmore – will pay CT membership for new clients

• Sealy Beds – 20% discount

• H&H Reeds Printers – 10% discount

• Out of Eden – 10% discount

• Web Predators – 10% off new website and photography

• Thomson Hayton Winkley – free legal helpline and 10% off legal services

• Regalo – 50% off one off set up fee (worth £250) and promotion through

Golakes

• Cumberland Building Society – competitive rates on business accounts

Sponsored by