Cumbria Tourism has launched a campaign to attract visitors throughout the winter months.

Over the next three months, #theplacetobe campaign will focus on visitors challenging themselves by taking part in new, adventurous activities, as well as highlighting the health and wellbeing benefits associated with the county.

Cumbria Tourism is developing targeted online content to help inspire winter visits on social media and through a programme of trips for press and travel writers.

The campaign will also involve social media,with about 26 million people estimated to read about Cumbria through platforms like Instagram, Facebook and Twitter.

Cumbria Tourism head of marketing and sales Rachel Tyson said the campaign aims to drive much-needed trade during the winter months and encourage longer stays in all six of the county’s districts.

To support tourism businesses, an interactive resource is available with ideas, itineraries and imagery they can use on their own websites and marketing channels.

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

Rachel said: “Winter trading is vital for our local economy and communities, helping to create and maintain all year-round employment for many people.

"Cumbria is one of the few rural and coastal destinations to attract people all year-round, so a high-impact campaign is vital to maintain visitor confidence and cement this trend during a traditionally quieter time of year."

Last winter’s five-month programme of seasonal marketing activity reached a combined audience of more than 34 million people, including via coverage in national newspapers The Times, Sunday Times Travel, The Telegraph and The Express.