Cumbria Crack

Cumbria’s IoD to explore ‘A Brand new World’ with top regional speakers

Gill Haigh (Credit Phil Rigby)

How can regional businesses ensure that they are effectively marketing to and communicating with the most powerful consumer demographic – Millennials and Generation Z’s? With Facebook, Instagram and YouTube all playing a mainstream role in business, are long established companies adapting quickly and intelligently enough to online competition?

The future of branding in a world driven by social media and technology will be discussed at a lunch event in Kendal, hosted by the Institute of Directors. Looking at future trends and how businesses need to stay ahead of the game, the event will focus on how values, tastes and behaviours are changing and how established branded goods companies can try and compete in order to stay relevant.

The event, which is taking place on 7 November at The Villa Levens in Kendal will hear from regional marketing experts including Gill Haigh, managing director at Cumbria Tourism, the destination management body responsible for marketing the county to a worldwide audience. With 25 years’ experience in marketing and communications, Gill will bring regional insight into the challenges that Cumbrian businesses face. As a former journalist, she was previously director of marketing and recruitment at the University of Cumbria and has also headed up destination marketing and tourism services for Lancaster City Council.

Speaking about the event and why it will help business leaders in the region get up to speed on current and future challenges, Gill Haigh, said: “The Lake District and Cumbria have been long established visitor destinations. In tandem with many other industries the challenge for Destination Management Organisations is to ensure that marketing keeps pace with changing consumer habits and that we adapt our practices in order to ensure we continue to appeal and stand out to new markets in a crowded marketplace and marketing space. A key focus for Cumbria Tourism is to continue to effectively engage millennials and generations Z’s whose patterns of information consumption and what influences them is radically different to older generations. We look forward to sharing our experiences and hearing from other industry Directors at the event.”

The main sponsor for the event is leading provider of investment management services, Rathbones. The event will also hear from its regional director Richard Dawson and its head of equity research Sanjiv Tumkur who will speak to delegates about branding considerations for businesses in the region.

The event, which also includes lunch and networking opportunities is taking place on the afternoon of Wednesday 7 November at The Villa Levens in Kendal. For more information and to book a ticket please visit

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