Working closely with Cumbria Tourism on delivering an outdoor campaign targeting London commuters in key Underground stations. The objectives were to change both perceptions and behaviour of this target audience and for them to consider the Lake District as a suitable choice for a break or holiday. The creative was focused on grabbing the audiences attention and offering them a moment of escapism as they went about their journey to or from work, with strong imagery, simple messaging and a clear call to action of golakes.co.uk. The media consisted of 48 sheet, cross track posters and Digital posters at key interchange stations including Euston, Kings Cross, St Pancras and Victoria.
"We worked closely with Juiced Orange throughout all elements of the Go Lakes project, from the initial campaign consumer research and focus groups, to generating the strategy through to design and delivery. Using this media platform, it was imperative that the campaign quickly grabbed the attention of the London commuter and generated the desire outcome; to change perceptions for some, while reaffirming Cumbria's Lake District as a world class destination for others"
Ian Stephens, Managing Director - Cumbria Tourism