‘GO LAKES’ WITH STOCKPORT’S JUICED ORANGE MARKETING

Stockport’s Juiced Orange Marketing has launched a fresh round of creative for Cumbria Tourism with a high profile outdoor and digital advertising campaign.   

This second phase of the ‘Go Lakes’ campaign follows the initial burst in August 2012 and has been commissioned in association with Visit England to showcase the Lake District as a world class destination, the ideal place to share breaks with family & friends.

The campaign, ‘Go Share Great Moments’ and ‘Go Take in the Beauty’ – is targeting commuters across the north of England and includes outdoor poster sites at rail stations across Cheshire, Lancashire, Manchester, Merseyside, Northumbria and Yorkshire, featuring beautiful and inspiring images of the countryside of the Lake District in springtime, highlighting the quality of local food, igniting a sense of adventure and promoting family activities, providing the commuter with a brief feeling of escapism and a taste for the lakes.

The outdoor activity is supported by an online media campaign across national online titles, affiliate websites and social media channels with the aim to increase awareness of all the variety that the lakes can offer both new and returning visitors, and to promote greater use of the official tourism website – www.golakes.co.uk for bookings.

The 4 & 6 sheet posters introduce the use of QR codes and, along with the digital banners, will also highlight deals and feature a competition.

Juiced Orange Director Dominic Marsden has been responsible for delivering the campaign:
“Following on from the success of the first phase last year, we have once again made use of stunning, classic imagery. Taking into consideration the mindset of commuters on a damp February day, we had the opportunity through a brief moment of reflection and escapism (our proposition was to ‘liberate your senses’) to transport the traveller, temporarily, away from their routine and instantly to the Lake District. The message using ‘Go’ sits with the ultimate call-to-action of the web-site and makes for a more memorable campaign”.  

The overall campaign is fully integrated with Cumbria Tourism’s current marketing activity.  

Ian Stephens, Managing Director of Cumbria Tourism, commented:  

“We have 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”.

The latest campaign from Cumbria Tourism is part of a three-year project, ‘Growing Tourism Locally’, 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.