The campaign aims to emphasise the national park is open for business. Photo: Bob Smith/grough

The campaign aims to emphasise the national park is open for business. Photo: Bob Smith/grough

An outdoors brand has enlisted two mountain luminaries to help promote Lake District businesses in their winter campaign.

Fjällräven is sponsoring Lake District hoteliers’ Reveal the Real Lake District promotion, highlighting the fact that the national park is open for business, despite last winter’s floods.

The Scandinavian brand has enlisted acclaimed film-maker Terry Abraham to produce a series of short videos of mountaineer Alan Hinkes, Fjällräven’s brand ambassador, out and about in the area.

Visitors to Lake District Hoteliers Association businesses are also in with a chance of winning a day on the fells with Hinkes, the only Briton to have summited all 14 of the world’s 8,000m mountains.

A Fjällräven spokesperson said: “A true hub for outdoor-lovers, the Lakes are widely renowned for their breathtaking fells, charming towns and stunning vistas.

Fjällräven brand ambassador Alan Hinkes. Photo: Bob Smith/grough

Fjällräven brand ambassador Alan Hinkes. Photo: Bob Smith/grough

“A joint campaign by over 50 of the area’s hotels and attractions, the LDHA’s Reveal the Real Lake District campaign will see many of the region’s private businesses working together to spread the word about what the Lake District has to offer.

“As an official sponsor of the campaign, Fjällräven has offered the LDHA extensive support in the form of several different promotional activities.

“As well as providing each of the LDHA’s participating hotels and attractions one of its Kånken daypacks to give away to guests, Fjällräven has also agreed to offer one overall winner the chance to spend a day out on the hills with its brand ambassador and renowned mountaineer, Alan Hinkes. Although a true Yorkshireman at heart, Alan has an equally soft spot for the Lakeland hills and boasts outstanding knowledge and experience of the area.”

Film-maker Terry Abraham. Photo: Bob Smith/grough

Film-maker Terry Abraham. Photo: Bob Smith/grough

Fjällräven UK’s managing director Ralph White said; “Fjällräven has gained such a bedrock of support from Lake District fellwalkers and businesses alike that we’re delighted to join in with this campaign to boost tourism in the area.

“One of the biggest things we’re doing to help in this is producing some short films which will be filmed by acclaimed documentary film-maker, Terry Abraham, and featuring our gear ambassador, Alan Hinkes.

“The message will be ‘the Lakes are well and truly open for business this winter’.”

More details are on the LDHA website.

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