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EDITIONS
 Thursday, 9 January, 2003, 11:59 GMT
Rebranding the countryside
Cumbria Tourist Board logo
The new logo was designed by an artist from Cumbria
Tourism leaders hope that 35,000 spent on rebranding the image of the Lake District will help entice overseas visitors back to an area badly hit by foot and mouth.

A new design features a tranquil lakeside scene, complete with country cottage and has been produced by the Cumbria Tourist Board.

It follows extensive research into to the reasons why people visit the region.

The main message of the research was that people found the Lake District an "inspiring" place.

'Immediate impact'

The county suffered badly during the 2001 foot-and-mouth outbreak leading to a massive drop in visitor numbers.

Ian Stephens, from the Cumbria Tourist Board, said he hoped the rebranding exercise would encourage people to come back.

He said: "It is very attractive image of mountains, lakes and fields... it's a very representative image.

"Hopefully, it will have immediate impact with the visitors we are trying to attract."

Relaxing environment

The image was produced by Chris Jones, a graphic designer from Eskdale.

The new look will become the most easily recognisable symbol of the county.

It will now be used on all Cumbria Tourist Board's promotional campaigns, including the new 2003 holiday guide.

Chris Collier OBE, Chief Executive of Cumbria Tourist Board, is urging tourism operators and other organisations, such as councils, to use the logo.

She said, "If the new branding is widely used we will soon create a consistent message that will remind people that Cumbria, the Lake District, is an inspiring area which offers relaxing and rejuvenating experiences."


Click here to go to BBC Cumbria
See also:

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