Lancaster-based creative agency Hotfoot Design has launched a new tourism campaign for Keswick using images from visitors to the Lake District town.

The campaign uses images of the town shared by visitors on platforms including Instagram.

Vanessa Metcalfe, Tourism Manager for Keswick Tourism Association, said: “We wanted to create something different and talk directly to a younger audience. In the past we have relied upon images of our incredible landscape, but there is so much more to this region.

“A look at Instagram revealed what real-life visitors to Keswick are seeing, enjoying and sharing – so it made sense to use this authentic representation of the area to tell our story.”

Charlie Haywood, creative director at Hotfoot Design, added: “Keswick is a little bit of a hidden gem in the Lakes, many people don’t venture that far north, but it’s an incredible town and the surrounding area is stunning.

“Instead of using the standard panoramic shots of the landscape we suggested going up close and personal by inviting people that are posting selfies and snaps of their adventures in and around Keswick to knock us out with their best shots. It means we can deliver an engaging, impactful and authentic campaign for Keswick Tourism Association”

Fans of Keswick can post images on Instagram with the hashtag #keswickreallakes or by submitting their photos to info@keswick.org. The best will be used in a digital and print advertising campaign over the next few months.