A FRESH attempt to capture the imagination of visitors and attract them to the area has inspired a new look for Cumbria Tourist Board, writes Tourism Reporter Nadia Jefferson-Brown

With the New Year comes an image overhaul focusing on an eye-catching new logo (pictured left) depicting a lake, mountains, fields and a dry stonewall to remind people of what the Lake District has to offer. Tourism businesses, organisations and even councils are being encouraged to use the new brand image, which was borne out of extensive research into why people visit the region and what they find inspiring.

CTB's operations director Ian Stephens explained: "The new logo shows the county as an inspiring area of natural beauty, with spectacular lakes and mountains at it its heart.

"In an increasingly competitive marketplace, a consistent brand identity will enable Cumbria, the Lake District, to further strengthen its image and visual recognition with visitors."

The new look will feature on CTB's promotional campaigns, including its 2003 holiday guide, while chief executive Chris Collier is also appealing to tourism operators and other organisations to adopt the logo as well. "If the new branding is widely used we will soon create a consistent message that will remind people that Cumbria, the Lake District, is an inspiring area which offers relaxing and rejuvenating experiences," she said.

The new logo has found favour with Business Link for Cumbria chief executive Brian Lightowler, who said: "I like the flexibility of the brand, in particular the way it can be developed to portray different areas of the county. The consistent use of a single brand to attract tourists to the region can only be a good thing."

As part of the makeover, Cumbria Tourist Board is consulting with other organisations on the potential to develop sub-brands for areas within the county, such as the Eden Valley.

The former Furness Tourism Partnership has already done just that after re-launching itself as Lake District Peninsulas last year with a fresh image and vision to mark its 10th anniversary and to help strengthen the area's appeal as a visitor destination.

January 10, 2003 11:02