Hidden Treasures of Cumbria - How to make £13.9 million by marketing an ‘overlooked’ destination

Cumbria includes one of Britain’s most popular tourism destinations – the Lake District. The areas outside the central Lake District area are much less visited by tourists and have a rather negative image.
Agency: AlcazarAuthors: 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...