The Lancashire and Blackpool Tourist Board has appointed Absolute Media to promote the 400 year anniversary of the Lancashire Witch Trial.

Absolute will aim to promote a driving trail that follows all the historical landmarks of the story of the Pendle Witches.

The online and offline campaign will start in mid-March and will run alongside events planned for 2012.

Chris Hodgen, managing director for Absolute, said: “It is great to win our first brief from the Lancashire & Blackpool Tourist Board since getting on their roster of agencies. We tried to get on the roster over 3 years ago but missed out by less than a week as the deadline for submission had passed. So I think Sally was a little surprised when I contacted her 3 years to the day later to ask how to get on the next list!”

Sally Jastrzebski-Lloyd, marketing manager for Lancashire and Blackpool Tourist Board, said: “As we had a new roster of agencies we opened up this brief to all our agencies to see how each company would approach the brief. Absolute really stood out from the crowd for being not only very creative but they also didn’t go for a stereotypical witches and broomsticks concept. We are very much looking forward to working with Absolute.”