Cumbria Tourism Adventure Capital Ideas

Possibly where it all began for Plain Creative – one of our first ever pitches.

We were delighted to be asked to put forward a design bid for Cumbria Tourist board’s Adventure Capital account.  The project had a four year life cycle (forgive the pun) with the objective of becoming the ‘Capital’ of the outdoor adventure sector.

At the time the reality was the outdoor activity market in the Lake District was very fragmented. In a lot of instances activities were provided by small companies with their own brand style and approach to marketing.  This resulted in a lot of wasted resources and marketing spend – it was important for us to explain they were not competing against each other but against the likes of Wales and Scotland or short breaks overseas with guaranteed weather conditions.

Our idea was to produce branded collaterals that could be distributed as artwork sets to providers with the aim of giving them a cost effective solution to promoting their business under the banner of CTBs Adventure Capital.

Activities were put into groups by activity type (on foot, on ropes, on water, on wheels, on course) which would help audiences to see at a glance what was on offer – and give a branded presence for the Adventure Capital Brand.  It was also important for us not to simply distribute to rack brochure stands as per previous collaterals.  We wanted to be seen as new and different.

The scope of the work would involve: advertising, activity leaflets for distribution around the county, creation of a seasonal magazine, various co-branded pocket guides produced in collaboration with local businesses and an assortment of event based promotional collaterals.

You’ll see more examples of our Adventure Capital work through our portfolio, but for us, winning this pitch and working with Cumbria Tourisms Adventure Capital team was a proud day indeed.


  • Categories:

    Branding, Graphic Design, Illustration

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