£1m campaign to ‘sell’ Lancashire

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A £1m marketing campaign to reassure tourists that Lancashire is “open for business” has been launched.

VisitEngland has launched a new marketing campaign entitled #lovethenorth.

It is part of a new initiative to encourage British families and couples to spend their February Half Term and Easter holidays in the North of England.

Launched ahead of the spring, the campaign is designed to showcase the world-leading attractions and stunning countryside that Lancashire, Yorkshire, Northumberland, York, Cumbria and Lancashire has to offer.

Targeting audiences in London and the South East, the activity includes London Underground posters, national press, radio, digital and social media. The aim is to ensure that tourism businesses are given as much support as possible as they recover from the recent floods.

Supporting the campaign is Virgin Trains, which announced last week that it is offering an exclusive discount of 30 per cent off advance bookings for 12 weeks from today to areas affected by recent flooding as part of a three-month promotion.

The operator teamed up with VisitEngland to boost tourism and support the#Openforbusiness message in Cumbria, Yorkshire, York, Lancashire and Northumberland. A raft of late availability offers and deals are available, such as GoLakes which is offering three nights for the price of two and 10 per cent off weekly stays.

VisitEngland/VisitBritain Chief Executive Sally Balcombe said: “This new marketing campaign is a fantastic initiative to boost bookings across the North and encourage people to go and experience its stunning countryside, vibrant cities and world-class attractions.”