The latest aspect of the Cumbria Tourism campaign, being handled by CheethamBell JWT, will involve a partnership between Cumbria Tourism and lorry company The Stobart Group.
A fleet of Eddie Stobart lorries are carrying CBJWT’s campaign to promote the Lakes and will journey to the Lake District as they tour the highways and byways of Britain and Europe.
The ambient campaign is the latest stage of the Cumbria Tourism account which was picked up by the Manchester based in 2007.
The ‘Two Sides to Every Story’ campaign aims to change perceptions of Cumbria as it looks to become ‘a chic and modern world class’ destination.
The campaign includes press, outdoor, CRM and door-to-door advertising.