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Cumbria Tourism ‘Wilderness Redefined’

Agency: Cheetham Bell JWT

Client: Cumbria Tourism

How do you promote jaw-dropping views seen from the top of a mountain in the Lake District? With a coatstand, bath, bottle of champagne and local bar manager, obviously, if you’re Cheetham Bell JWT.

These are just some of the props that were needed for a shoot in a new campaign from Cumbria Tourism in a bid to capture ‘Wilderness Redefined’ for the travel trade press.

Being PR’ed as “the world’s highest luxury bath 2,000ft up a mountain” it was shot at the summit of Fleetwith Pike and stars local bar manager Michelle Blignault.

The cost of her fame? Taking the plunge al fresco – despite temperatures dipping to minus five.

The ‘Wilderness Refined’ 2008 campaign aims to promote Cumbria’s great outdoors and its quality accommodation to potential visitors.

A range of separate professional campaign images taken throughout the region over the course of last year have been included on the campaign website and in the new 2008 Holiday guide for Cumbria.

They will also feature in an outdoor campaign involving nearly 100 poster sites in the main arterial routes running into the cities of Manchester, Liverpool and Leeds, as well as six-supersized posters sites.

Marketing Director for Cumbria Tourism, Sheona Southern, said: "As well as retaining our extremely loyal visitors, we want to attract new visitors by opening their eyes to the two sides of the Lake District and Cumbria.”

 “Yes, we do have an unrivalled natural environment with stunning scenery and an abundance of outdoor activities to choose from.”

She added, “However we also have a top quality, contemporary, modern style, which runs through our accommodation and cultural attractions to our food and drink and festivals.”

Cumbria Tourism are never shy of taking a chance with their marketing. Last year they unleashed a viral ad starring a rapping squirrel, M.C. Nuts, with his unique take one Wordsworth.

See the M.C Nuts ad here.

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