Lake District, Cumbria News Room

The PR team works as an integral part of Cumbria Tourism's Marketing work to build the value and raise the awareness of tourism in the Lake District, Cumbria.

As Cumbria's official tourist board journalists contact us first. As a trusted body, we act as a voice to promote the destination, and we work with the constant aim to increase the awareness and maintain the existing reputation of our region.

We strive to build and maintain excellent relationships with local, regional, national and international journalists, from a range of press, trade, online and broadcast publications. We have access to a database of 535,000 journalists around the world, as well as strong working relationships with VisitBritain and VisitEngland. Along with this, we also have over 8000 followers directly on Twitter, which we use to directly engage with the travel industry.

The team is always looking to publicise newsworthy stories and events via press trips, regular newsletters and features for the media.

We invest time and resource into producing a valued industry resource in the form of a high quality seasonal E-newsletter which is distributed to over 2000 travel writers. We have also made a Japanese language version of the E-newsletter and are currently looking to develop this in other international languages.

Highlights of Cumbria Tourism PR from 1st April:

• Over 2 million advertising equivalent value (AEV) of PR Coverage has been achieved since 1st April for the region
• Over 30 broadcast (TV & Radio) interviews undertaken by key spokespeople
• Over 75 press trips have been generated and co-ordinated for regional, national, international and specialist journalists.