Effective Destination Marketing With Cumbria Tourism
#FLASHBACKFRIDAY – Destination Marketing with Cumbria Tourism
Blumilk’s first destination marketing project was with Cumbria Tourism in 2009, working with their ‘Go Lakes’ brand. We were approached initially to focus on the design and production of several exciting holiday guides for visitors to the region.
Cumbria Tourism is the official Tourist Board for the Lake District, Cumbria. In 2015 Cumbria and the Lake District received almost 43 million visitors, made up of 36.6 million day trippers and 6.3 million overnight visitors. With this is mind, the guides are a key focal point for the official Tourist Board.
Back in 2009, the Tourism Board were looking at alternative revenue streams for support. Blumilk devised and implemented a strategy to commercialise the guides, developing a B2B campaign including a staged approach of securing corporate clients to advertise within the guides.
The staged approach included the design and production of a creative direct mailer that was sent out to prospective businesses. In addition, our digital team built a web portal for new prospects to find out more information and capture the details of businesses that were interested. This was combined with various other outbound sales activities put into action by Blumilk’s commercial arm.
The campaign was a resounding success creating six figure returns and opened the door for Blumilk to work with similar destination marketing organisations such as Lake District National Park, Northumberland National Park and Northumberland Tourism.