Industry body Cumbria Tourism is launching a new drive to bring visitors to the county over the winter months.

It will launch on November 1 and run until March next year, with the aim of supporting the industry through to the Easter holidays.

The aim of this is to showcase everything people can enjoy in the county in winter.

This comes after a similar campaign last year, which the body has found reached a combined audience of 25m, including a social media following of more than 18m.

The group is working with Cactus Creative, based in Kendal, on the visuals of the campaign, which will make use of the Lake District National Park's World Heritage Site status and build upon the success of its award-winning #theplacetobe campaign, which was launched last year.

This year will also see the return of ‘Love Cumbria’ a winter rewards card offering a discounts at tourist attractions, cafes, restaurants and activities. This will be promoted and available to buy through Cumbria Tourism’s golakes operation, which includes a website and media.

In addition to this businesses will be given the opportunity to benefit from the card scheme and sell the Love Cumbria card for themselves, or offer the card as a gift to their customers when making a booking.

Other part of the campaign will include new newsletters, partnerships with national media and work through VisitEngland.

Jim Walker, the managing director of Cumbria Tourism said: “Our 2016/17 winter campaign was in essence a pilot but thanks to wide support from tourism businesses it reached a combined audience of 25m and invited them to visit, or become aware of our brilliant all year-round visitor destination.

"Winter months can be more challenging for tourism businesses and this campaign, designed on behalf of our 2,500 members, offers practical marketing support to boost business through to Easter 2018. Importantly, winter business strengthens the Cumbrian economy and sustains more year round employment for our residents.”