Holiday snaps are being used to give a popular Lake District tourist spot a social media boost.
Keswick Tourism Association is working with a design agency on a new campaign to attract new visitors to the town with the hashtag #keswickreallakes.
Using images shared by visitors on platforms such as Instagram, it will showcase the outdoors, independent retail, family activities, food and drink, arts and culture.
Vanessa Metcalfe, tourism manager of 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.”
The association is working with Lancaster-based creative agency Hotfoot Design.
Images can be posted on Instagram with the hashtag #keswickreallakes or submitted to email@example.com.
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