For the first time ever, all three train companies operating to and within Cumbria have joined forces on a new high-profile marketing campaign to highlight the ease of car free travel to the destination.
Coordinated by Cumbria Tourism, it comes as the entire rail industry is celebrating 200 years of the modern railway and will see Avanti West Coast, Northern and TransPennine Express all showcasing their routes into Cumbria and the Lake District. With a vast network between the three operators, the campaign will show how easily connected Cumbria is to a vast part of the UK population, with the majority of journeys being under two hours.
Phase one will run until Easter and aims to prove that Cumbria is a destination that can be reached effortlessly, affordably and on some of the UK’s most scenic routes, thus making the journey part of the overall experience.
Cumbria Tourism has previously partnered with Avanti West Coast which offers routes into the destination from the likes of London (2.5 hours), Birmingham (2.5 hours) and Glasgow (2 hours or less). However, with the inclusion of two more operators the campaign will now also focus on targeting new visitors from other locations.
TransPennine Express offers connections from around the North-West including Manchester (from 1 hour 10 mins), Liverpool (1 hour 20 mins) and Preston (from 30 mins), plus a direct route from Edinburgh (from 1 hour 30 mins).
Meanwhile Northern links Cumbria with the east of the UK with routes out of Newcastle (1 hour 21 mins) and Leeds (2 hours 40 mins) into Carlisle, where travellers could continue their journey right across to Cumbria’s west coast taking in the likes of Whitehaven, Maryport and Ravenglass. Northern also operates routes out of Lancaster along the sunning south coast of Cumbria to the likes of Arnside, Grange-over-Sands, Ulverston and into Barrow-in-Furness, with journey times on this route from as little as 21 minutes.
The core campaign will highlight travel by train, however it will also encourage travellers to continue their onward journey in the county using economical and sustainable travel options including walking, cycling or other methods of public transport.
The short phase of the campaign will mainly focus on digital advertising and e-marketing, alongside dedicated PR/influencer activity and targeted advertising at key transport hubs.
Cumbria Tourism’s Managing Director, Gill Haigh, said: “We’re excited to have all three rail operators on board, extending our reach to travellers from the east and cities such as Manchester and Liverpool. It’s a fantastic opportunity to show visitors from these core regions that they can reach Cumbria more sustainably and in incredibly short journey times, all the while protecting our world-class landscapes for the future.”
Darren Higgins, Commercial Director for TransPennine Express, said: “We’re thrilled to partner with Cumbria Tourism, Northern and Avanti West Coast on this exciting campaign. By highlighting the ease of car-free travel to this stunning destination, we hope to inspire more visitors to explore the beauty of Cumbria and the Lake District by rail, enjoying sustainable, scenic journeys.”
Richard Wareing, Head of Commercial Partnerships at Avanti West Coast, said ‘After the success of previous car-free campaigns with Cumbria Tourism, we’re really excited to join with Northern and TPE to promote sustainable rail travel from across the UK into, and around, the region.
Craig Harrop, regional director for Northern in the North West, said: “Anything we can do to encourage people to make the switch from road to rail has got to be a good thing – especially when it comes to exploring the countryside. We’re proud to be partnering with our fellow train operators and Cumbria Tourism on this important campaign.”
