As one of England’s most iconic landscapes, The Lake District sought UNESCO World Heritage Status for global recognition and long-term economic potential. But, after two failed bids, the final attempt needed the support of the people who lived and worked there. Our challenge was to shift the story from place alone to one of shared pride and collective ownership.
The bid framed the Lakes as a living masterpiece — shaped not just by nature, but by generations of human care. Grounded in real, local voices, our campaign used storytelling, a handcrafted identity and a user-generated content hub to mobilise authentic support and show this was a place worth protecting.
The campaign reached six million people and generated 320+ media stories with 95% positive sentiment — proof that when communities believe in a vision, the world listens. And of course, The Lake District finally achieved World Heritage Status, elevating its reputation on the world stage.
Jayne Pugh – Head of People & Communications, LDNPA
