Marketing Lancashire launches new campaign to attract visitors back to the county

20 May 2021

Rediscover Lancashire – Escape the Everyday

With more Lancashire tourism and hospitality businesses starting to re-open, Marketing Lancashire, the county’s destination management organisation (DMO) with support from VisitEngland’s DMO Recovery Marketing Fund, will showcase Lancashire as it also aligns with the national tourism agency’s domestic ‘Escape the Everyday’ campaign.

The fund will enable a bespoke Visit Lancashire campaign aimed at reintroducing visitors to the county – highlighting attractions, accommodation and bookable experiences.

Rediscover Lancashire – Escape the Everyday is a multimedia campaign including short films, ready-made itineraries and branded content across social media and digital channels. The content will drive online traffic to visitlancashire.com/rediscoverlancashire where visitors can book a range of activities and experiences across Lancashire.

Rachel McQueen, Chief Executive of Marketing Lancashire said “As the county’s visitor economy and hospitality businesses start to re-open, we will be supporting Lancashire’s tourism recovery by releasing one of our biggest campaigns since the start of the pandemic.”

“The team has been working hard behind the scenes to secure this funding and to recruit the partners required to launch this important marketing activity for the sector.”

Marketing Lancashire’s campaigns in 2020 promised visitors we would ‘See You Soon Safely’, supported local businesses through ‘Shop Lancashire’ activities and now, as the country looks forward to a time with fewer restrictions, it was focused on maximising the opportunities of the predicted boom in domestic holidays.

Rachel continues “We have spent the last year reminding people of the natural, unspoilt and wide-open spaces of Lancashire, the many experiences and unique attractions that are waiting for them, as well as some of the best food and drink anywhere in the UK that has, if only recently, been delivered to doors across the country.

“Our main aim was to whet the appetite of those that may never have considered Lancashire before and to build anticipation in those who couldn’t wait to come back.

“Rediscover Lancashire – Escape the Everyday, feels like throwing open the doors to the county and inviting everyone in the UK to Lancashire – to stay with us, eat with us and to enjoy good times with us again.”

VisitEngland Director Andrew Stokes said:

“VisitEngland was delighted with the innovative and high quality submissions such as Marketing Lancashire’s, demonstrating just how much preparation destinations are undertaking locally and as they align with our ‘Escape the Everyday’ campaign, to encourage more people to get out and discover the outstanding destinations and quality attractions here on our doorstep.

“It is great to see the activity that Marketing Lancashire will be delivering to drive bookings and to support local businesses who have been working so hard to welcome visitors back safely, adapting and innovating to meet new ways of working and still providing a great visitor experience.”

Visitors can explore the county at VisitLancashire.com/RediscoverLancashire, follow @VisitLancashire on FaceBook, Twitter and Instagram.  You can view the latest #RediscoverLancashire Escape the Everyday videos on Visit Lancashire YouTube channel

 

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About the ‘Escape the Everyday’ Destination Management Organisations’ Recovery Marketing Fund (“the Fund”) 

VisitEngland, as the tourism delivery partner for the GREAT Campaign, launched in September 2020 the UK-wide domestic marketing campaign, Escape the Everyday. The campaign aims to support the UK’s tourism industry to recovery by encouraging consumers to explore, discover and treat themselves on a UK short break as and when COVID-19 related restrictions allow and when they are ready to travel.

The Fund provided the opportunity for England’s DMOs to apply for grant funding to deliver local marketing activities aligned to the national campaign (in spring 2021).

Marketing Lancashire is working with local tourism businesses to create Escape the Everyday guides and content, including bookable product experiences available for the consumer to purchase on their own destination website.

The Fund is supporting DMO sustainability and recovery during the COVID-19 pandemic, creating opportunities to directly support their businesses and provide increased choice and information for the consumer in planning and booking domestic breaks and experiences.

 

About VisitBritain/VisitEngland

VisitBritain/VisitEngland is the national tourism agency – a non-departmental public body funded by the Department for Digital, Culture, Media & Sport (DCMS)

Working with a wide range of partners in both the UK and overseas, our mission is to grow the volume and value of inbound tourism across the nations and regions of Britain and to develop world-class English tourism product to support our growth aspirations. For further information and to access the latest in-depth market intelligence and statistics visit

© 2021 Marketing Lancashire