Cumbria Tourist Board: Hidden treasures of Cumbria - IPA Effectiveness Awards Case Study 2005

Brief Description: 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 actually have some negative perceptions. The campaign utilized destination marketing to overcome those negative perceptions and attract new visitors to forgotten areas of Cumbria. The campaign broke the mould of UK destination marketing by applying industry-leading audience targeting, a single-minded strategy, distinctive creative execution and a commitment to research to generate substantial results. On a total campaign spend of £315,000 over two years this campaign generated £13.9 million economic benefit for the regional economy ;---(TAGS)--- Full Title: Hidden treasures of Cumbria. How to make £13.9m by marketing an 'overlooked' destination ; Number: 2005/43 ; Brand Name: Cumbria Tourist Board ; Client: Cumbria Tourist Board ; IPA_ProductCoding: Travel & Transport (Tourist destinations/tourist boards) ; Agency: Alcazar ; Author: Annett Pecher, Lesley Deer ;