Lake District's spectacular scenery forms backdrop of new tourism campaign

Cumbria Tourism is today launching a campaign to encourage new holidaymakers to the Lake District and 'break down misconceptions' that the area has little variety to offer visitors.

Conceived by Cactus Creative, the #placetobe campaign 'reframes' typical holiday scenarios against the spectacular scenery of England's largest national park.

The team at Cactus, which is based in Kendal in Cumbria, feature in the photography and share their own outdoor pursuits as part of the campaign.