IPA Effectiveness Awards 2005: Silver Award - Hidden Treasures of Cumbria

HIDDEN TREASURERS OF CUMBRIA Campaign: Hidden Treasures of Cumbria Client: Cumbria Tourist Board Agency: Alcazar Principal authors: Annett Pecher, Lesley Deer Media Print, interactive, direct mail, press


Cumbria is home to one of Britain's most popular tourism destinations - the Lake District. However, the areas that lie outside the central "honeypot" sites of the North West attract far fewer visitors and suffer from some negative perceptions: tourists tend to think of them as being industrial and "overlooked".

The campaign challenged these misconceptions in a bid to attract new visitors to the forgotten parts of Cumbria, and broke the mould for how tourist locations market themselves.

The secret behind this new kind of "destination marketing" involved specialist, data-driven audience targeting, a single-minded strategy and a distinctive creative execution, which generated some impressive results.

With a total campaign spend of £315,000 over two years, this campaign generated £13.9 million in tourism revenue for the regional economy.


"The judges were impressed by this case's use of targeting and direct response. The paper worked hard to eliminate other factors in order to isolate the effect of the advertising.

The campaign created a healthy cost-per-response ratio and payback.

"The judges also noted that the paper was very focused and adopted a clear numerical measure in a sector where the assessment of success is often very difficult to determine.

"The paper was written very clearly and enthusiastically and, for these reasons, the judges felt this campaign fully deserved its Silver Award."

- Rupert Loader, senior consultant, AC Nielsen.

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