Images of the Lake District have gone up around London in a bid to get more tourists to visit Cumbria.
Cumbria Tourism and Vist England have secured 750 thousand pounds worth of funding for a two and a half year promotional campaign. The posters are the first stage in the project to encourage people to head North. They are being shown in stations all over London until the middle of September.
Ian Stephens, Managing Director of Cumbria Tourism, said: "The Lake District is one of the UK's strongest and most recognised destination brands, yet with increased competition from places like Scotland, Wales and the South West, it is now more important than ever for us to keep our offering fresh.
“There is the real potential to build on this campaign for the future and we at Cumbria Tourism will be constantly talking to potential partners to extend the campaign both terms of content and coverage to show to as wide an audience as possible the full range of things that Cumbria has to offer.’’