Go Lakes goes to Hazel Grove based Juiced Orange Marketing

VisitEngland, the national tourist board, has launched a new national partnership project to deliver local destination marketing and thematic campaigns throughout the country beginning with an advertising campaign for Cumbria Tourism, designed and produced by Hazel Grove based Juiced Orange Marketing.   

The ‘Go Share Great Moments’ and ‘Go Take your Breath Away’ campaign will be concentrated around London’s key rail and underground stations featuring the beautiful countryside of the Lake District, highlighting the quality of local food, adventure and family activities. The aim is to generate late summer, autumn & winter bookings and encourage visitors to find out more at www.golakes.co.uk   

Juiced Orange Director Dominic Marsden has been responsible for delivering the campaign:                “The advertising has been specifically designed to maximise on both the media location and the audience; we have been able to grab the attention of Londoners on their daily commute by using beautifully crafted, inspirational photography with a strong call to action to ‘Go Lakes’. The images trigger a brief moment of reflection and escapism from their busy lives while challenging their perceptions, to consider the Lake District as an excellent destination for a holiday break”.

A second wave of activity will commence in late December with the aim of boosting bookings in the lead into 2013 and stimulating jobs in the area. The overall campaign will be fully integrated with Cumbria Tourism’s existing marketing activity and will be supported by digital, PR and thematic campaigns.

Ian Stephens, Managing Director of Cumbria Tourism, commented:  

“We worked closely with Juiced Orange throughout all elements of the ‘Go’ project, from the initial pre-campaign consumer research, to generating the strategy through to the design and delivery.    Using this medium, it was imperative that the campaign quickly grabbed the attention of the target   audiences and generated the desired outcome: to change perceptions for some while reaffirming   Cumbria’s Lake District as a world class destination for others.

James Berresford, VisitEngland’s Chief Executive, said:

 “The RGF money is a huge boost for tourism in England. This project enables our public and private sector partners to work together to stimulate tourism and ultimately grow jobs throughout the country with particular emphasis on some local areas. This is a great time to launch and we hope that by riding on the crest of a wave of a successful London 2012 Olympic Games we will harness the swell of national pride and inspire Brits to take the home advantage and holiday at home this year and beyond.”

The three-year project, ‘Growing Tourism Locally’, is predicted to generate £365million in additional tourism spend and has been funded by £19.8m from the Government’s Regional Growth Fund (RGF) with contributions from VisitEngland and the private sector.  Aimed at inspiring Britons to take more holidays at home, the project will stimulate employment to grow jobs in the tourism sector by 9,100 over the three years.