Cumbria Tourism has app-ointed Cheethambell JWT to reposition its flagship brand, The Lake District, as a getaway for “chic seekers”.
The Manchester-based agency won the £2m advertising business following an eight-way pitch against undisclosed agencies.
The tourist board plans to market Cumbria and the Lake District as a chic weekend destination, targeting ABC1s. A national campaign including press, print, director marketing, digital and ambient, will launch later in the year. The “Love the Lakes” strapline will also be replaced.
Cheethambell managing director Jane Clancy says the agency has identified people living in urban areas wanting luxury short breaks as a key market. Cumbria attracts more than 16 million visitors a year and is one of the biggest tourist destinations in the UK, with the majority of visitors’ heading to the Lake District. The region is experiencing a tourism boom on the back of the Reneé Zellweger film Miss Potter. Cumbria was the home of the author Beatrix Potter.
Cheethambell has a long history of working on leisure and tourism accounts. Clients have included London Zoo, Pontins, Alton Towers, Liverpool City of Culture and Blackpool Pleasure Beach.
The agency was recently hired without a pitch to launch Blackpool Pleasure Beach’s new £8m roller coaster Infusion. A campaign with a TV ad for the white-knuckle ride will launch in the next two weeks.