£1 million is being ploughed into a campaign to showcase Cumbria on the London Underground, an in national press and social media. 

The #lovethenorth campaign was launched today by VisitEngland. 

It hopes to encourage British families and couples to spend their February half-term and Easter holidays in the north of England. 

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 who announced last week that they are offering an exclusive discount of 30 per cent off advance bookings for twelve weeks. 

VisitEngland 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. 

“With half-term and Easter holidays on the horizon there is no better time to book a short break or holiday to these wonderful places especially at a time when they need our support.” 

A recent national survey of accommodation and attraction businesses revealed that over 60 per cent of businesses reported some kind of impact from the initial flooding and wet weather, rising to one in three businesses in the North of England. 

Communities in affected regions have shown resilience over the past few months by pulling together to ensure a speedy recovery. 

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

Destination organisations and partners across the north are also pulling together a raft of late availability offers and deals such as GoLakes who are offering three nights for the price of two and 10 per cent off weekly stays.