TWO Cumbrian locations feature in a multi-million pound advertising campaign designed to help boost the UK's tourism industry.

Wastwater in the western Lake District and the Llama Karma Kafe at Brougham, near Penrith, both appear in the new VisitEngland marketing drive called "Home of Amazing Moments".

The campaign highlights things that can be experienced only in the UK. The aim is to inspire people to consider taking a short break here rather than go abroad.

It has cost £2.5m to create and, it is hoped, will result in more than 1.3m new overnight stays this year, which would result in a £100m boost to the British economy.

It is the largest domestic advertising campaign by VisitEngland in 2016 and is being run in partnership with its equivalent organisations in Scotland, Wales and Northern Ireland.

Chief executive Sally Balcombe said: “From taking a dip in Wastwater to riding the waves at Surf Snowdonia, from watching sunlight breaking over the Scottish Highlands to walking in the footsteps of giants along The Giant’s Causeway in Northern Ireland, the UK is packed full of incredible experiences that you can’t get anywhere else.

“By showing the sheer diversity of activities right here on our doorstep we want to inspire people to book a trip right now to discover their own amazing moments, driving growth in tourism across our nations and regions and spreading its economic benefits across the UK.”

The campaign also aims to inspire people to share images using the hashtag #OMGB, some of which will be shared across VisitEngland and VisitBritain’s Twitter, Instagram and Facebook platforms.

Several travel businesses including Thomas Cook, TUI and Shearings, are using the hashtag, imagery and logos in their stores and advertising.

Latest figures show that in 2015 there were 124m overnight trips recorded across Great Britain, an increase of nine per cent on 2014.

For more information go to www.visitbritain.org/great-britain-home-amazing-moments-campaign.