A £92,000 marketing campaign has been launched to showcase South Lakeland to potential tourists.
The cash, from the Government’s Shared Prosperity Fund, aims to increase visitor numbers and raise the profile of South Lakeland as an outstanding cultural destination.
Cumbria Tourism is co-ordinating the three-month campaign on behalf of South Lakeland District Council.
Arts, entertainment and recreation in South Lakeland directly employs 1,500 people and it is hoped the campaign will encourage more people to visit during the traditionally quieter winter months.
The cash will help pay for a high-profile digital marketing campaign and online events promotion, alongside fresh video, photography, PR, itineraries and printed publications.
The Culture in South Lakes project will also help raise accommodation providers’ awareness of the cultural attractions and events they can use to promote to their guests, including a special workshop at the Lakes Hospitality Trade Show 2023 on March 1. A digital toolkit will be created, with practical resources to help businesses better promote upcoming cultural activities in South Lakeland.
Councillor Robin Ashcroft, South Lakeland District Council’s portfolio holder for economy, culture and leisure, said: “Cumbria Tourism does a wonderful job promoting the area far and wide and this marketing and promotional campaign will give South Lakeland’s arts, cultural, heritage institutions and assets a real boost by increasing visitor numbers and engagement and maintaining our status as one the UK’s leading rural cultural destinations.
“Supporting this sector is a priority. The social and economic benefits this sector brings cannot be underestimated, and over many years we have strengthened and enhanced the world-class cultural offer in the district, which has boosted economic prosperity and levered in additional economic and cultural investment.
“This is why we chose to have support for local arts, cultural, heritage and creative activities as a key intervention in our investment plan for year one of the Shared Prosperity Fund and we look forward to seeing the results of this project.”
Managing director of Cumbria Tourism, Gill Haigh, added: “Ultimately, we’re looking to stimulate all-year-round tourism to support local jobs and communities, not only bringing tangible economic benefits but also a building a ‘pride of place’ for local people. The team have been excited to get to work on this project, working closely with the Council and a variety of venues and visitor attractions.”
