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Lake District China Forum secures investment for NW tourism campaign
A £15,000 investment in tourism marketing is set to boost the work of a Lake
District consortium which is targeting more overseas visitors from China.
The Lake District China Forum has secured the funding from Cumbria Local
Enterprise Partnership, the county’s strategic economic body, with support
from Cumbria Tourism.
The funding has enabled the forum to team up with Marketing Manchester
and become a key destination partner in a new marketing campaign which
aims to bring more Chinese visitors to the North West.
Work on the campaign will start ahead of the first direct flights between
Beijing and Manchester in June.
The Lake District China Forum was formed a year ago. Its 10 members include
Windermere Lake Cruises and English Lakes Hotels Resorts & Venues.
The members all contribute to a promotional budget and work together to
market themselves and the Lake District to Chinese visitors.
Jennifer Cormack from Windermere Lake Cruises says: “This is a fantastic
opportunity for the Lake District China Forum to be part of a large integrated
marketing campaign.
“It means the Lake District has the highly visible opportunity to be represented
as a key visitor destination for those travelling between Beijing and
Manchester.”
Marketing activities will include digital and print advertising, content on a
Chinese tourism website, engagement on WeChat which has 670 million daily
users, editorial articles syndicated to up to 80 Chinese media outlets, a
destination guidebook to help Chinese visitors to the North West, content for
distribution at travel trade events and a tailored programme of travel trade
engagement.
Colin Fox from English Lakes Hotels Resorts & Venues explains: “The forum
works to a very tight budget, so we have to be very creative with our
marketing and strategies. It’s crucial that we continually seek out new ways of
partnering, tapping into joint initiatives and maximising resources.
“Working alongside Marketing Manchester is an imaginative approach, and
thanks to the investment from Cumbria LEP, we can be at the forefront of a
promotional initiative which will fast track our profile in China.”
Visit Manchester’s integrated marketing campaign with the Lake District China
Forum will run until March 2017 in conjunction with other destinations to raise
awareness of Manchester as gateway from Beijing into North West England.
Graham Haywood, Director of Cumbria Local Enterprise Partnership, says:
“China is the world’s largest outbound tourist market and the number of
Chinese tourists coming to the UK is increasingly significantly.
“The start of the first direct flights between Manchester and Beijing means
that the Lake District and other parts of Cumbria will become far more
accessible to Chinese visitors to the UK.
“This joint marketing approach represents a cost effective solution for the Lake
District China Forum to reach more Chinese tourists in both the UK and China.
“If it can exploit upward visitor trends, this will bring significant benefits to
tourism attractions, accommodation and hospitality providers, and the wider
economy across Cumbria.”
Ends
For media information please contact Karen Gardner at Osprey
Communications on 01539 442 436 or 07842 603 772.
Notes for editors
• Cumbria LEP provides a strategic lead for all activities contributing to the
growth and vibrancy of the county’s economy and where appropriate takes
positive action, using the skills, capability and networks of LEP partners.
• The LEP is keen to work with all partners and stakeholders (private and
public) to undertake actions, secure funding and implement initiatives to
support sustainability and growth of Cumbria’s economy.