Issue 74 Summer 2018 £2.75
Cumbria Tourism on high thanks to winter campaign By Dominic Musgrave CUMBRIA Tourism – the county’s official destination organisation – is celebrating once again with the results of a major winter marketing campaign that has achieved a 28 per cent increase on last year’s activity to boost visitor numbers by promoting the region as an all-year-round destination. In less than five months between November 2017 and March 2018, the campaign achieved a combined audience reach of over 32 million. This included a social media following of over 22 million and over 1.9 million eNewsletters sent to its customer database. The overall aim of the campaign was to showcase the wide range of events and attractions people can enjoy throughout the winter, by sharing content, images and itineraries to inspire stay-cations and drum home the message that visitors are welcome at any time of year. Working with Cactus Creative to create stunning visuals, the new World Heritage Site status was incorporated to build upon the success of the award-winning #theplacetobe campaign which has been promoting the Lake District,Cumbria nationally and internationally. Other key successes of Cumbria Tourism’s five-month
winter marketing campaign included: n More than 3.5 million-page views to the golakes winter campaign sections and the central platform for visitors to book their break and plan itineraries. n New media partnership with Countryfile Magazine that included an inspiring four-page feature in the January edition. n A series of targeted e-newsletters to Cumbria Tourism’s visitor database of 168,000+ people. n Complimentary messaging to a combined social media following of 277,000+ n National press coverage in The Times, The Scotsman, The Telegraph and Hello Magazine. Sue Clarke, sales and marketing manager at Cumbria Tourism, said: “Our winter marketing campaign has come to an end and we’re thrilled with the results. “It has done a fantastic job of promoting the county as an allyear-round destination to visitors and challenging the perceptions of the Lake District, Cumbria, during a traditionally quieter time of year. In less than five months, we are proud to announce that the campaign achieved a reach of over 32 million showing an amazing increase of 28 per cent on last year’s campaign – and all without public funding.”
Public are happier if staff are
Dame Shirley Bassey DBE has been honoured in North Wales with Snowdon Mountain Railway naming a carriage after the legendary singer. Dame Shirley travelled on the historic Welsh railway to Waterfall station in the foothills of Mount Snowdon to unveil her carriage. The Cardiff-born entertainer is the fourth and final person to be recognised by the railway with the most recent recipient being classical crossover singer Katherine Jenkins OBE in 2015. Photo credit Mary McCartney
THE British public are happier on holiday if they know staff are being looked after, an AA survey has revealed. According to an AA Populous poll of over 20,000 AA Members, 84 per cent of holidaymakers believe guest experience is improved if staff are looked after, and more than half think holidaymakers should be more conscious of hotel employee welfare when choosing their accommodation. Meanwhile, 78 per cent of holidaymakers said they would be less inclined to book a hotel or chain they suspected was not looking after its staff, and over 50 per cent of holidaymakers think the industry should be doing more to encourage people into careers in hospitality services. Simon Numphud, managing director of AA Hotel and Hospitality Services, said: “It’s clear that, as an industry, we need to be doing more to highlight the fantastic opportunities available to staff that hospitality presents, as well as the great staff wellbeing packages, from international away-days, to providing training and learning resources to staff, to use of facilities and free meals on duty.”