Agency: Alcazar | Authors: Annett Pecher and Lesley Deer |
Hidden Treasures of Cumbria – How to Make £13.9m by Marketing an 'Overlooked' Destination
INTRODUCTION
This paper will demonstrate how a groundbreaking approach to destination marketing overcame negative perceptions and attracted new visitors to forgotten areas of Cumbria. On a total campaign spend of £315,000 over two years this campaign generated £13.9m economic benefit for the regional economy.
BACKGROUND
In 2002 Cumbria Tourist Board (CTB) received funding to promote the lesser-known areas of Cumbria, and sought an agency to develop and implement a strategy that would have a profound economic...