Creative Concern

Communications for a sustainable future

We worked with Cumbria Museum Consortium (CMC) to develop the Trails of the Unexpected campaign.

Trails of the Unexpected

We worked with Cumbria Museum Consortium (CMC) to develop the Trails of the Unexpected campaign. This cultural tourism campaign encourages visitors to walk in the footsteps of the Romans, Border Reivers and writers such as William Wordsworth and to explore the collections in the museums and galleries which include Tullie House Museum & Art Gallery, Wordsworth Museum and Dove Cottage, Museum of Lakeland Life and Industry, Blackwell: The Arts and Crafts House and Abbot Hall Art Gallery.

Trails of the Unexpected uses digital and print marketing, supported by a website and advertising campaign to promote the significant collections of the CMC museums and galleries. The Trails of the Unexpected walks were devised by award-winning writer Vivienne Crow, with input from the CMC venues regarding specific items from their collections and related stories.

A responsive campaign website was designed and developed enabling the Trails of the Unexpected walks to be viewed online. The six trails are also available as downloadable routes and a large format map was designed to provide a visual overview of the galleries, museums and historic houses in Cumbria.

The promotional campaign for the Trails of the Unexpected will run throughout 2016, in magazine advertorials in print and online, on billboards, buses, at train stations and other prime distribution locations.