National tourist board, VisitEngland, has announced a new partnership project to deliver local destination marketing and thematic campaigns throughout the country. The three-year project, ‘Growing Tourism Locally’, is predicted to generate an additional £365 million in tourism spend and has been funded by £19.8 million from the Government’s Regional Growth Fund (RGF) with contributions from VisitEngland and the private sector.
VisitEngland’s chief executive, James Berresford, commented: “The RGF money is a huge boost for tourism in England. This project enables our public and private sector partners to work together to stimulate tourism and ultimately grow jobs throughout the country with particular emphasis on some local areas.”
Cumbria Tourism kick start the campaign with its, ‘Go Share Great Moments’ and ‘Go Take Your Breath Away’ options which were produced and created by Stockport-based Juiced Orange Marketing. The advertising will now be displayed around London’s key rail and underground stations aiming to generate late summer, autumn and winter bookings.
In late December a second wave of activity will commence hoping to boost bookings in the lead up to 2013 and stimulating jobs in the area. The overall campaign will be fully integrated with Cumbria Tourism’s existing marketing activity and will be supported by digital, PR and thematic campaigns.
Ian Stephens, managing director of Cumbria Tourism, added: “The Lake District is one of the UK's strongest and most recognised destination brands, yet with increased competition from places like Scotland, Wales and the South West, it is now more important than ever for us to keep our offering fresh.
“Juiced Orange Marketing created a campaign that both compliments and enhances our existing theme of ‘Go Lakes’ and adds another dimension that inspires new visitors to ‘Go’ experience the adventure and breathe in the beauty of the Lakes.”
Berresford continued: “This is a great time to launch and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”