Fjällräven-backed Lake District campaign

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.

“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.