Travel and tourism is a particularly competitive marketplace. We worked with Cumbria Tourism based in the Lake District, North West England to reposition the brand and increase the number of visitors to the region. Our joint efforts increased the overnight visitor numbers; from 65% bed occupancy to 85% which represented a great boost to the local economy and business success.
It took a major marketing and communication effort, particularly to respond to the problems created by a period of austerity affecting the UK and the rest of Europe. It meant creative solutions were needed, not only for the attraction of visitors, but also for the agency itself. Cumbria Tourism was faced with a major reduction in its promotional budget.
OCCUPANCY LEVELS UP FROM 65% TO 85%
Blumilk created consumer holiday guides, ‘Best of Lakelands’ attractions leaflets, adverts and the full range of marketing collateral associated with these. We also worked with local businesses to promote the benefits of engaging with Cumbria Tourism and taking value from being an integral part of the collective effort to grow the tourism economy.
The impact was significant both in ‘joining up’ the efforts of individual local businesses and in promoting and advertising England’s Lake District to the UK, mainland Europe and world markets.
April 10, 2015