Active Cumbria Marketing Campaign
17th July 2008
'Active Cumbria' is a countywide newspaper campaign developed and managed by Cumbria Sport Partnerships Marketing and Information Officer, Amy Clement.
It is a co-ordinated, countywide promotional mechanism to increase participation in sport and physical activity amongst the 16+ population in Cumbria.
Dedicated editorial coverage appears each month in five local newspapers within the county, meaning that over 80% of Cumbria receives regular, positive messages about sport and physical activity and where they can go to enjoy it.
The supplement is featured in:
The News & Star (Carlisle, Allerdale, Copeland & Eden)
Cumberland & Westmorland Herald (Eden)
Westmorland Gazette (South Lakeland)
Whitehaven News (Copeland)
North West Evening Mail (Barrow-in-Furness)
Linked to this is the development of a ‘one stop shop’ public facing website titled www.activeincumbria.co.uk.
This site includes a large database of clubs, activities, leisure centres, local authority sport schemes and events, which the public are able to access to locate an activity of their choice.
Features in each supplement are a mix of information, signposting, human interest, good news, successes (and those linked to 2012), removing perceived barriers to taking part in sport, focusing on specific clubs, activities, people and motivational messages.
Working closely with local Leisure Centres, each issue focuses on a specific theme, from summer sports to swimming, tennis and the Olympics. This generates enthusiasm amongst the population to get involved, stay involved or become more involved in sport and physical activity. Within each publication there is clear signposting to www.activecumbria.co.uk to encourage the public to access the easily retrievable information on sport in their area.
A number of relevant sources of information are used to ensure that we are targeting the correct market segment in each area of the county, these sources include:
·Active People data
·Active Places data
·SE Promoting Sport Toolkit
·SE Market Segmentation information
·CCC Demographic information
·Information held by local agencies including SDO’s and PDM’s
·Information held by the local media partner
·Information held by leisure trusts.
Positive imagery is used throughout the publications, as well as appropriate Sport England branding and quotes regarding specific issues from Sport England.
The overriding aim of the project is to increase the number of people within Cumbria who are undertaking regular sport and physical activity as part of their daily lives.
Specific aims include: -
· Promoting the benefits of an active and healthy lifestyle
· Increasing awareness of the range of opportunities available
· Motivating the public to become more active
· Increasing awareness of the www.activeincumbria.co.uk website
· Providing a mechanism to celebrate the achievements of those from Cumbria to inspire others to follow.
For more information, copies of editorial or to be featured in Active Cumbria, contact Amy Clement, Marketing and Information Officer on 01228 221263 or email amy.clement@cumbriacc.gov.uk.