A Chinese marketing student has helped to promote the brand character based on the Bownessie legend of Windermere.

Xiaohui He was recruited as an intern by the Cumbria Innovations Platform on a project to research the buying behaviour of international visitors.

Her research will inform the product development of a Bownessie toy, created by Bowness businesswoman Naz Craig, the further development of the existing range and the company’s marketing strategy.

Ms Craig said: “The aim of hiring a Chinese intern was to use her cultural knowledge to help shape the market research I was conducting to gain a better insight on what the many Chinese tourists do in the Lakes and how Bownessie could reach the Chinese market and improve brand positioning.

“The ultimate aim is to collate visitor information to help raise funds to take the Bownessie brand from a pilot phase and use the investment to develop the products, services and new partnerships.

“The idea is to build an amphibious character synonymous with the Lake District, akin to Peter Rabbit, but like the Loch Ness monster, and create a range of characterised products."

Cumbria Innovations Platform project manager Sarah Allison said that the internship was an excellent example of how graduate students could help small businesses to develop ideas and products.

She added: “This was a very specific piece of market research which has enabled the client to address the needs of a target audience.”