Cumbria Museum Consortium (CMC) wanted to bring together the beautiful landscape and diverse culture of the Lake District in one co-ordinated campaign. 

We love the Lakes, so were delighted to be commissioned to design and run this cultural campaign. Working together with CMC, we developed the ‘Trails of the Unexpected’ campaign. 

The campaign uses digital and print marketing, supported by a website, and an advertising and PR campaign, to promote the significant collections of Lakeland Arts, Wordsworth Trust and Tullie House. The campaign encourages visitors to walk in the footsteps of the Romans, Border Reivers and writers such as William Wordsworth. The concept links the collections with the stunning landscape of the Lakes through a series of trails, co-created by award-winning writer Vivienne Crow and the curatorial teams.