A new campaign launched today by VisitEngland aims to turn local pubs into unofficial tourist information centres.
Inn England celebrates the traditional English pub and acknowledges its importance in attracting domestic and international visitors with a new website dedicated to the best of the nation’s pubs, inns and freehouses.
With struggling landlords and more pub closures than ever, it is hoped that the campaign will help pubs to diversify, making them an integral part of the short break experience in England.
‘Pubs and inns provide more than food and drink,’ said Amanda Smyth, Head of Marketing, VisitEngland.
‘Pubs are a key part of England’s brand, our history and way of life. They are often the cornerstone of a local community and a great way to discover more about a destination, be it the produce on the menu, the history of the people and surroundings, or the great walks and activities in the area’.
‘Inn England’, will be a one-stop-shop for day-trippers, holiday makers, or for those looking for an afternoon out. Pubs and inns on the website www.enjoyengland.com/innengland will be searchable by categories such as family friendly, historical, stunning views, best for food.
Inn England is working in partnership with The Publican magazine – the leading trade publication for licensees and their pubs. Pubs featured within Inn England are award winning pubs; independently judged to be the best in the land for the prestigious Publican Awards – the pub industry Oscar’s.
Caroline Nodder, Editor of The Publican, said the publication was extremely proud to be part of this campaign which couldn’t come at a better time for the pub industry.
‘Inn England will remind people of the unique place that the English pub holds in our history and our culture. Pubs are the beating hearts of our country and there has never been a better time to showcase how amazing and diverse our pubs really are and to encourage more people to visit them and be proud of them,’ said Caroline.
More than 13 million overseas visitors (40%) went to a pub when they visited the UK in 2007.
Figures also show that a visit to a pub rates highly on visitor aspirations. More than half (55%) of potential overseas visitors to the UK rated a visit to the pub as something they would very likely to want to do. These numbers increase significantly when looking at European visitors as well as antipodeans.[1]
At home – a majority of 70% of Brits considering taking a holiday in UK would list a visit to the pub as extremely likely.[2]
Also according to the Beer & Pub Association, around 15 million people per week socialise in the nation’s pubs.
‘Remember ‘Inn England’ is not just about the venues themselves – pubs and inns provide a starting point for great activities in the area – country walks, amazing view points, nearby attractions, markets, historic villages and seaside towns. Search for a pub or inn and build a day trip or holiday around it,’ suggests Amanda.
The website is aimed at being an interactive forum where the public can add their favourite pub to the list and tell people why they think it is so great.
ENDS
For further information please contact: Zoë Shurgold on 0208 563 3220 or zoe.shurgold@visitengland.org
About VisitEngland
In response to a clear call from industry arising from the 2008 British Tourism Framework Review, VisitEngland has been created as the strategic leadership body representing the public and private sector stakeholders of English Tourism. It works in partnership with VisitBritain, the RDAs and local authorities, and the private sector, creating a national tourism strategy, optimising marketing investment, and developing the visitor experience across England.
VisitEngland continues to use its Enjoy England consumer brand in the domestic market and will market England under the VisitEngland brand in international markets.
About The Publican
The Publican is the pub trade’s leading newspaper and website reaching out to over 30,000 each week.
The Publican run an annual campaign – Proud of Pubs week this year 11th to 19th July and encouarge the national, regional and local media to profile the positive attributes of the pub industry.
www.proudofpubs.co.uk
www.thepublican.com
For further information on The Publican plesae call Sarah McGhie on 07967 835294 or sarah.mcghie@ubm.com
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[1] National Brand Index 2007
[2] National Brand Index 2006
