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TV ad campaign reinforces ‘think local’ message

Jo Lappin

Cumbria Local Enterprise Partnership (CLEP) is taking to the airwaves to encourage widespread support for local businesses in their fight against the economic impact of the coronavirus.

CLEP has commissioned a week-long series of TV adverts to be broadcast next week urging local people to ‘think local’ and support Cumbria’s shops, pubs, cafes, hotels and tourism businesses.

The initiative is in support of the ‘think local’ campaign that has been running for several weeks, instigated by the Business and Economic Response and Recovery Group (BERRG) of the Local Resilience Forum, responsible for developing the economic response to COVID-19.

A series of 30-second adverts will be broadcast during prime time and day time viewing on ITV Border over the course of a week, starting on Monday (September 21).

The campaign carries a key message — Our shops and businesses are at the heart of our communities and it’s time to come together and support them.

The adverts in the Border region will be supported by an accompanying campaign on the ITV Hub, the online video on demand service accessible through the main ITV website itv.com

In that way, viewers in the south west corner of Cumbria who are served by ITV Granada regional TV, will have access.

Jo Lappin, Chair of BERRG and Chief Executive of CLEP, said: “We think Cumbria’s special and, with two World Heritage Sites, stunning landscapes, fantastic restaurants and lots of unique shops, pubs, cafes, hotels and attractions, we hope you do too.

“The last few months have been extremely tough for our local businesses – and they’re not out of the woods yet.

“Our shops and businesses across a wide range of sectors are at the heart of our communities. Many were there for us when we needed them during the early days of lockdown and they’re still there for us now.

“We all have an opportunity to be there for them now and show them our support. We hope the TV ad campaign will amplify the messages we’ve been putting out for several weeks and encourage people to think local first. #ThinkCumbria.”

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