Choose Cumbria wins global media award

The Choose Cumbria campaign to promote career and lifestyle opportunities in Cumbria has been catapulted on to the world stage after winning a prestigious media award.

Choose Cumbria, under its previous name of Choose South Cumbria, rubbed shoulders with winners from New York, Mumbai and Milan when it emerged victorious at the International News Media Association Global Media Awards 2016, held at the Victoria and Albert Museum in London.

The campaign – which is run by CN Media Group Ltd working in partnership with a wide-range of employers – triumphed over a new advertising website in Brazil and a newspaper app in Canada to scoop the ‘Best Launch of a Brand or Product to Create An Audience Segment’ award.

The judges commented:

“This project ticks all the boxes – a strong concept that underpins the creative use of traditional and innovative technologies to deliver impressive results.”

The campaign was launched in May 2015 and, following a successful pilot year, expanded to promote the whole of Cumbria as the best place to work, live, learn and play in April 2016.

Luke Dicicco, project manager of Choose Cumbria, said:

“We’re elated to win this prestigious global award and help to put Cumbria firmly on the world stage. We have been recognised among some major players from around the world and are the only UK regional entry to win on the night.

“The award is fantastic recognition for all of the hard work and support that has been put in by CN Group and the companies and organisations that have been involved, many from day one. I know they will be equally as thrilled with this fantastic achievement – it has been a real team effort.

“Choose Cumbria continues to go strength-to-strength and this award is a great opportunity for us to reach out to even more people from all over the world and showcase the exciting career and lifestyle opportunities in Cumbria.

Choose Cumbria has attracted support from more than 20 partners, ranging from major employers such as BAE Systems, GSK and Kimberly-Clark to the NHS, home-grown SME including Oxley Group and Athena PTS through to colleges, schools, careers advisors, estate agents and hotels.

The INMA Global Media Awards received 699 entries from 264 news brands in 40 different countries. Of the 117 finalists only eight were from the UK and it is the first time CN Group Ltd – a family owned media business headquartered in Carlisle, has won an INMA Global Media Award.

Earl J. Wilkinson, executive director and CEO of INMA, said:

“Despite enormous transformational challenges, media companies are finding new ways to connect with audiences and advertisers across platforms. It is an honour for INMA to be front and centre at the pinnacle of achievement for these companies.”

Pictured from left to right are Jonathan Lee, Development Director of CN Group Ltd; Mark Challinor, President of INMA; and Luke Dicicco, Project Manager of Choose Cumbria.

The awards ceremony was held on Tuesday 24th May 2016. For enquiries about this media release, please contact Claire Croskery at