A NEW social media drive is under way to encourage visitors to Cumbria during the winter months.

Cumbria Tourism is also hoping that those coming to the county will stay longer once they see what it has to offer,

The five-month campaign to promote Cumbria as an all-year-round visitor destination is being driven under the hashtag #theplacetobe to bring much-needed tourism trade during the winter.

This year’s innovations include the launch of the new GoLakes Club – an annual membership club which encourages visitors to stay loyal to Cumbria with a range of exclusive discounts and flash sales all year round.

It will run alongside the newly redeveloped GoLakes card, which is a visitor rewards card offering special deals over a two-week stay between now and the end of March.

Rachel Tyson, Cumbria Tourism’s head of marketing and sales, said: “Winter trading is vital for our local economy and communities, helping to create and maintain all year-round employment for many people.”

To support tourism businesses, a winter toolkit is being made available with ideas, itineraries and imagery they can use on their own websites.

Cumbria Tourism is also partnering with individual businesses to offer them more tailored packages of support during the low season.