Cumbria Tourism
Narrative was tasked with promotion of the lake district and Cumbria as a great place to visit in 2019. The campaign used funding which aimed to encourage visitors to arrive and explore the region by rail and sustainable transport.
The final budget for this campaign was £166,175.00 split into three phases – with the first phase running February 2019 – March 2019, Phase 2 activity running June – 14th July 2019 and Phase 3 activity running October – 1st December 2019. The phase 1 brief focused on the North West, North East, East and West Scotland and London. Phase 2 activity was to focus on the North West. Phase 3 focused on Liverpool, Manchester, Lancaster, Glasgow and Newcastle. Key objectives were to increase visitors to the lake district and Cumbria. The main target audiences were families, couples and the older age demographic.
The media strategy
Narrative secured the following:
Phase 1
- Outdoor activity including, Manchester Trams and train stations, Glasgow Subway. Rail Network across Manchester Glasgow Central, Edinburgh and London. Large format digital screens across Manchester.
- Press – in print, sponsored content, social promoted posts and targeted online display.
- Digital – Adwords, programmatic and Spotify
Phase 2
- Outdoor activity including – Manchester Trams and train stations and Leeds. Rail Network across, Manchester, Liverpool and London. Large format digital screens across Manchester and Manchester Airport.
- Press – in print, sponsored content, social promoted posts and targeted online display.
- Digital – itv (VOD) programmatic, Adwords and YouTube.
Phase 3
- Outdoor activity including, Merseyrail Interiors and train stations, Glasgow and Manchester. Rail Network across Manchester, Glasgow Central and Newcastle.
- Press – in print, sponsored content, social promoted posts and targeted online display.
- Digital – Adwords, programmatic and YouTube.
Results
Saving against rate card of £112,735
Over 43.9 million impacts/impressions across the three bursts of activity
With more than 8,000 people on the Lakes Line taking advantage of Northern’s special rail ticket deal over six weeks, it’s estimated that £1.1million in revenue was generated for tourism-related businesses by these train passengers.
Highlights include achieving almost 2 million playthroughs of Cumbria Tourism’s new high-impact videos on ITV On Demand, YouTube and other online channels.