North West tourist boards are to get £2.4m to encourage visitors to spend more cash in the region.
The money will come from the Northwest European Regional Development Fund (ERDF) and it will be matched through tourist boards, museums and attractions - bringing the total to £4.8m.
The aim is to promote key themes in the region over the next 3 years. These are Industrial Powerhouse (industrial heritage-based), Adventure Capital (outdoor activity) and Gardens of Distinction (horticultural heritage).
“Building on our work with the tourist boards in these areas, this marketing activity will highlight some of the region’s key strengths and will raise awareness of the Northwest as a world-class visitor destination,” said Steven Broomhead, chief executive of the Northwest Regional Development Agency (NWDA).
Broomhead
“The three themes of industrial heritage, horticulture and outdoor activities appeal to a wide range of people and with targeted marketing we can boost their economic impact on the region.”
Marketing Manchester will take the lead on Industrial Powerhouse, with Lisa Houghton as project manager.
How-Do has been told that only one external agency has been appointed so far and that’s Plain Creative by Cumbria Tourism, although tenders are in progress for the others.
The spend will be on both on and off-line marketing, including creative design and print, advertising, regional and national PR, gateway signage and exhibitions.
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