THE LAKE District will be promoted as all-year-round visitor destination during the quieter winter months.

The drive is part of a major marketing campaign by Cumbria Tourism.

As the county’s official destination organisation representing more than 2,500 tourism businesses, Cumbria Tourism will launch the new five-month campaign at the start of November.

It will run until the end of March.

The aim is to showcase the wide range of events and attractions people can enjoy throughout the winter.

It will share content, images and itineraries to inspire staycations and drum home the message that visitors are welcome at any time of year.

The firm is working with Cactus Creative on the visuals, building on the success of its award-winning #theplacetobe campaign which has been promoting the Lake District nationally and internationally.

It will also include the introduction of a new LoveCumbria Winter Rewards Card offering special discounts to a string of popular tourist attractions.

The card will be promoted by accommodation providers, information centres and attractions, as well through Cumbria Tourism’s GoLakes website and publications.

Among those who have already signed up to offer 2 for 1 deals as part of the LoveCumbria scheme, are The Wordsworth Trust, Lakes Distillery, Ullswater Steamers, Lakeland Arts, Rheged and Ravenglass & Eskdale Railway.

There will also be new media partnerships with publications such as BBC Countryfile and Country Walking magazines and a new winter breaks section on the GoLakes website, which already attracts five million web users annually.

This will include a range of tailored itineraries which Cumbria Tourism members can download and use for their own marketing activity.

There will be a series of targeted e-newsletters to Cumbria Tourism’s customer database of more than 160,000 people.

Cumbria Tourism will send complimentary messages to its 195,000 followers on social media.

It will also promote reduced car parking charges, to help boost trade in towns and villages across the county.

Ian Stephens, managing director of Cumbria Tourism, said: “Unlike many other UK destinations, the Lake District has a plentiful supply of popular events and places to visit regardless of the changing seasons.

"There is no doubt last winter was a challenging time for our £2.62 billion tourism sector, but we are finalising this campaign on behalf of our 2,500 tourism members to showcase Cumbria’s destinations on the national stage and help make the most of the current trend for staycations.”