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Gill Haigh, Managing Director and
Rachel Tyson, Head of Marketing & Sales,
Cumbria Tourism
Sponsored by
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Partnerships & Collaborations
• Members
• VB/VE & Northern DMOs
• LEP, LDNPA and Local Authorities
• MPs
• Patron & Strategic Partners
• Federation of Small Businesses
• Transport providers
• World Heritage Marketing Group & other
tourism partners
• Lake District Foundation
Sponsored by
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• 15 Cumbrian businesses invited to showcase at
Westminster
• #cumbriaday reached 16.5 million on Twitter
• 2500 tweets
• People who love Cumbria
• Excellent collaboration and uptake from businesses
and individuals
#cumbriaday
Sponsored by
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Lobbying - The go to voice of the Industry
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Sector Deal
Sponsored by
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Current areas of focus
Sponsored by
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• Millennials/Y’s will be largest spending group
• Powerful consumer demographic
• Huge shift in values and demographics
• Patterns of consumption & influence are different
• Use of technology ingrained
• Enhances every facet of their lives
• Don’t trust corporate sources unless validated
MILLENNIAL/GENERATION Y
Born between 80s & 90s
Now in late 20s & 30s
POST MILLENNIAL/GENERATION Z
25 & under
Younger audience
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Microgapping
• 82% 18-34 year olds interested in a travel/career break
• 59% want to explore new cultures
• 34% want to tick something off their bucket list
• 25% want to volunteer or support a good cause
• 57% said they would likely go within the next three years
• Main barrier is financial and career impact
• VB is positioning ‘microgapping’ – shorter breaks near to home
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Themes & Targeting
Key themes
• Outdoor Adventure (Adventure Capital)
• Heritage and Culture
• Food & Drink
Sub themes
• Experiences
• Luxury
• Wellbeing
• Festivals & Events
Domestic
• 3 hour drive/travel time
• North West, North East
• London & South East
International
• US & India
• Supporting Japan & China via existing
forums
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Travel Recovery• Develop responsible itineraries
and experiences
• Produce creative video & imagery
• Two bursts of activity – Feb/Mar
& May/June
• Promotion in key rail stations,
online, social media & press
• PR, press trips and influencers
• Encourage signposting of travel
information by businesses
Campaigns
Sponsored by
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#theplacetobe campaign
• 32M reach in Winter 17/18
• Golakes Club – VIP scheme
• Countryfile supplement
• PR/press trips
• Social media (audience of 300K)
• Push on winter breaks
• Toolkit for members
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Digital
Golakes – 5M unique visitors
• Review of digital activity
Customer database 104K+ (post GDPR and good open
rate)
• Themed segmented databases
Social media audience of 300k
• 187k ‘The Lake District, Cumbria’ Facebook
Sponsored by
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Marketing Opportunities
• The Lake District, Cumbria Holiday Guide (120K copies, mainly out of county)
• Attractions Guide (420K copies, in 6 different languages)
• Food and Drink Guide (30K copies, mainly in county)
• Adventure Guide (40K copies, mainly in county)
• Dog Friendly (40K copies)
Sponsored by
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Taking Cumbria on the road
Sponsored by
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International Marketing
• Discover England Projects
– England’s Northern World Heritage
Collection
– England’s National Parks Experience
Collection
– Manchester International Gateway
– National Trails
• Manchester & Liverpool Airport
arrivals
• India and US
Sponsored by
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Destination PR
• In 2018 CT’s Destination PR reached 60M+
• Winter campaign (Daily Express, Sunday Times
Travel, the I and Irish news (Feb)
• Australian influencer visited autumn
• Film/TV location collaboration
– Social takeover 20 Feb (ahead of Oscars)
– Creative England to pose a number of
questions
– NW DMOs will take part
– #filminNWEngland
Sponsored by
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Making CT work for you…
• CT will continue to lobby on your behalf
• Access to CT’s marketing channels
• Destination PR opportunities
• Enter CT awards
• Free advert on Golakes and extra pages where relevant e.g.
Weddings, Food and drink, conferences
• Free business advice and workshops (Growth Catalyst)
• Free access to CT’s research
• Networking, introductions, signposting, letters of support
• Post job vacancies with CT
• Shape our activity/Have your say
• Itineraries/content
• Marketing toolkits
• Photography
• MyCumbria Food & Drink offer
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Benefits negotiated for your business…
• Lamont Pridmore – will pay CT membership for new clients
• Sealy Beds – 20% discount
• H&H Reeds Printers – 10% discount
• Out of Eden – 10% discount
• Web Predators – 10% off new website and photography
• Thomson Hayton Winkley – free legal helpline and 10% off legal services
• Regalo – 50% off one off set up fee (worth £250) and promotion through
Golakes
• Cumberland Building Society – competitive rates on business accounts
Sponsored by