Lake District | World Heritage Bid

Strategy. Identity. Campaign. Advertising. Digital. Social.


The Lake District was bidding for UNESCO World Heritage status but had failed in two previous bids. This time it really counted.


We engaged with the wider community to uncover the authentic character of the area informing a series of compelling stories – winning their hearts and minds.


Positioning the park as an ‘evolving masterpiece’ grounded in its sense of place, we created an online hub populated entirely by user-generated content – putting the power in the hands of the people. With beautiful storytelling and incredible photographs from people of all ages. 


In 2017, the Lakes won the World Heritage status it so badly sought. The campaign reached 6 million people. The hashtag '#lakedistrictbid' reached 175,000. Over 320 print and online articles were generated, with 95% positive feedback.