28-30 November 2007
2008 marks Liverpool’s position as European Capital of Culture, welcoming nearly two million additional visitors to enjoy a calendar of over 300 events throughout the year.
Both ‘high’ and contemporary culture are important elements of this country’s appeal as a destination. 63% of potential visitors would be “very likely” to visit galleries or museums, 49% to go to live music concerts or events and 37% to go to the theatre, opera or ballet. [1]
With these events unlikely to happen again for several decades, VisitBritain’s England marketing division launches a new Enjoy England campaign, Culture ’08.It willshowcase a range of popular and quirky events that England has to offer and promote cultural tourism to the British.
Kate Ellwood, Enjoy England campaign manager, says: “This is our opportunity to shine the spotlight on the wealth of exciting events that are taking place throughout England throughout the year. We want to encourage our visitors to create their own cultural calendar of events, exhibitions, shows and scenes, and get out and about enjoying short breaks in their own country.”
When Britons were asked what is theirpreferredtype of holiday,22% said cultural and 19% said event (musicals, festivals, sport events).When asked what activities they take part in while on holiday,35% said museums, 20% said architectural visits, 22% said concerts, 19% said theatre, 16% said festivals and 5% said ballet/opera. [2]
From world-renowned museums and galleries, arts festivals and music events to theatre and performance, innovative architecture and different communities, England has one of the most vibrant and diverse cultural scenes in the world. The year-long £250,000 campaign, aims to create a buzz around events taking place throughout 2008 and beyond. It aims to inspire Britons and make them feel a part of celebrations.
The designers of Enjoy England’s award-winning England Rocks website will create an engaging and interactive website featuring an interactive calendar of popular and quirky events throughout England’s diverse regions. It will include cultural themes, competitions and links as well as the ability to search events databases by region and theme for detailed information.
Launching in January 2008, Enjoy England Culture 08 will be promoted through a national newspaper promotion and supplement, advertising in niche publications, direct mail and public relations.
- ends -
For further information, please contact:
Patricia Yates, Head of Publicity and PR on 020 8563 3262, mob: 07971 497003
Elliott Frisby, Corporate PR Manager on 020 8563 3035, mob: 07951 996241
Notes to Editors
· VisitBritain is responsible for promoting Britain as a world class tourist destination and for developing England's visitor economy through Enjoy England campaigns and initiatives.
· UK residents took 101 million trips, spending £16.2 billion in England in 2006.Since its launch in 2003, Enjoy England has been responsible for £450m of incremental spend on short breaks in England. In addition to national TV advertising campaigns to inspire British visitors to share their secrets of England, the current portfolio of campaigns focuses on city breaks, outdoor activities, food and drink and indulgent escapes. Enjoy England also markets England in France, Germany, Ireland and the Netherlands.
· Visit the England press centre at www.enjoyengland.com/presscentre.