Cumbria Tourism has won the 'Best Response to Change' award at the Prolific North Marketing Awards.

The victory was announced at a Manchester ceremony with industry leaders.

The contest featured participants from across the North of England.

The victory follows the success of Cumbria Tourism's Culture in South Lakes campaign, launched in partnership with Westmorland and Furness Council to promote the region's cultural attractions.

The initiative aimed to boost visitor numbers and engagement during the quieter winter months by highlighting the area's cultural offerings and earning a reputation as a top cultural destination.

Cumbria Tourism's Marketing Manager, Sue Clarke, said: "We are thrilled by this result!

"This campaign included wide-ranging marketing, PR and communications activity focussing on both local residents living and working in the area, alongside overnight visitors who were already on holiday here.

"It was a real team effort, with local tourism businesses really embracing the project too.

"We are all very proud of the campaign and the positive impact it’s had."

Cumbria Tourism was also a finalist in three other categories at the Prolific North Marketing Awards, including 'Best In-House Marketing Team', 'Best Tourism & Leisure Campaign', and 'Best Use of Data & Insights'.

This accolade adds to their recognised work after winning the 'Best Organic Social Media Campaign' at the Simpleview Europe Awards 2023 last month.

They are also shortlisted for the 'Flying the Flag for Cumbria' category in the forthcoming In-Cumbria Awards.

Ms Clarke added: "To be recognised for our industry expertise - alongside creative marketing and communications specialists from across the North of England – is a special moment for everyone involved.

"We are proud to have carried out this work on behalf of Westmorland & Furness Council."

For more information on Cumbria Tourism's activities, the public is advised to visit www.cumbriatourism.org.