Marketing Lancashire has received £50k to raise the county’s profile as a cultural destination.

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The cash has come from Arts Council England National Lottery Funded Grants For the Arts programme and will be used to “establish the county’s cultural offer” as one of the main reasons for people to visit.

“Lancashire is such a diverse county with a rich and varied cultural offering that can sometimes get lost in the national arts landscape.  However inspiring and unique the work that’s created here, Lancashire is not generally seen as a cultural destination,” explained Ruth Connor, chief executive of Marketing Lancashire.

“The activity that we can now start, boosted by this award, will pull together and develop a distinct cultural narrative for Lancashire.”

The organisation aims to raise visitor numbers to 70m a year by 2020. It worked with a county-wide steering group on the application.