As part of Cumbria Tourism’s Adventure Capital programme, a partnership was formed with Cockermouth’s Jennings Brewery to create a booklet of single and multi-day walks in the Lake District.
Each of the walks was devised by Jeremy Ashcroft, the mountaineering editor of Trail magazine, who also illustrated the detailed maps for each walk and provided concise route descriptions.
The style we developed was for a ‘found journal’, perhaps an old notebook that one might happen across in a thrift store and which contained little-known routes and nuggets of local knowledge, (including great local pubs where a warm welcome awaits along with a fine pint of beer!
The 32 page A5 booklet was distributed through the usual tourist information outlets, Jennings’ pubs and at strategic visitor touch points. The initial run of 2,000 units was swiftly reprinted to meet demand and a revised version with updated information and new routes was commissioned 12 months later, this also enjoying multiple re-prints.