A MAJOR marketing campaign has been launched to promote the Lake District as an all-year-round visitor destination during the traditionally quieter winter months.

Staveley-based Cumbria Tourism - the county’s official destination organisation - represents more than 2,500 tourism businesses.

It will launch the new five-month campaign on November 1, running through until the end of March next year.

The aim is to showcase the wide range of events and attractions people can enjoy throughout the winter by sharing content, images and itineraries to inspire staycations and drum home the message that visitors are welcome at any time of year.

Key elements of the marketing campaign will include:

• New media partnerships with publications such as BBC Countryfile magazine and Country Walking magazine

• A new winter breaks section on the new look GoLakes website, which already attracts five million web users annually. This will include a range of tailored itineraries which Cumbria Tourism members can download and use for their own marketing activity.

•A series of targeted e-newsletters to Cumbria Tourism’s customer database of 160,000+ people.

•Complimentary messaging to Cumbria Tourism’s 195,000+ followers on social media.

•Complimentary PR activity as part of ongoing work with VisitEngland.

•Promotion of reduced car parking charges, to help boost trade in urban areas and villages across the county.

Ian Stephens, managing director of Cumbria Tourism, said: “Unlike many other UK destinations, the Lake District has a plentiful supply of popular events and places to visit regardless of the changing seasons. There is no doubt last winter was a challenging time for our £2.62 billion tourism sector, but we are finalising this campaign on behalf of our 2,500 tourism members to showcase Cumbria’s destinations on the national stage and help make the most of the current trend for staycations.”

Cumbria Tourism is working with Kendal-based Cactus Creative on the visuals, building on the success of its award-winning #theplacetobe campaign which has been promoting the Lake District nationally and internationally.

The winter campaign will also include the introduction of a new ‘LoveCumbria’ Winter Rewards Card offering special discounts to a string of popular tourist attractions.

Among those who have already signed up to offer ‘2 for 1’ deals are The Wordsworth Trust, The Lakes Distillery, Ullswater Steamers, Lakeland Arts, Rheged and Ravenglass & Eskdale Railway.

The news comes in the week figures revealed July was the highest month ever for inbound tourism to the UK with 3.8 million visits, up two per cent on July last year.

Overseas visitors to the UK spent £2.5 billion, four per cent up on the same month last year.