The reopening of the A591 on May 11 starts a week-long promotion of tourism and business in Grasmere and Keswick.

Both are celebrating the reopening with a unique twinning of town and village shops and cafes, culminating in a Champagne celebration where both sides of the previously closed road at Thirlmere will meet for the first time since Storm Desmond.

Each business will be promoting their twin and encouraging people to travel on the A591 and go ‘over the Raise’ to visit them.

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Discounts and free promotions will be offered during this twinning until Friday, May 20.

Podgy Paws Pet Shop in Keswick, for instance, will give visitors who have picked up their card from their twin, Greens Café & Bistro in Grasmere, a small bag of dog treats and they will promote the cracking café in Grasmere to their customers.

Roy Johnson, Chair of Keswick Retailers Association said: "Having endured recent challenging times, this twinning will provide an economic boost between the two areas both for the immediate opening and the future.

"We can now look forward to a positive and vibrant summer season."

Mr Johnson will be offering a 15% discount to visitors in his shop, Special Expressions, who arrive from his twin, Cunningham’s in Grasmere.

The Twinning Campaign will be promoted by the #A591backtogether.

Those taking part in the Twinning, plus invited guests who have been affected by the winter’s floods and the closure of the A591, will come together to celebrate at a champagne reception on May 20. Classic Coaches, vintage cars and bikes plus a trail of Twizys will bring guests to the event at The Kings Head in Thirlmere.