VisitEngland takes to the skies to promote English tourism - national marketing campaign to launch this weekend
England’s new tourism body, VisitEngland, will launch its first marketing campaign this weekend (4 April). The £3 million campaign sets out to make Brits reconsider their free time as an opportunity to take a trip in England. So whether you’ve got a lunch hour or an afternoon, or fancy a day out or a weekend away, you can use that time to make the most of what England has to offer.
This message will be supported by around 600 offers representing great value for money such as free entry to attractions for kids and three nights for the price of two hotel offers. These offers have been supplied by England’s tourism industry and are available at www.enjoyengland.com.
This campaign has been built on insights gained from extensive research carried out by VisitEngland which highlights the challenges and opportunities for English tourism in the year ahead. While some 90% of the population are cutting back on their overall spend, the importance of holidays mean that these are more protected than many other areas, while 1 in 5 of those who took an overseas holiday last year have said that they would consider switching to the UK this year to save money. The research has also highlighted that the strength of the Euro is a barrier to overseas travel - 60% said that the exchange rate currently puts them off taking holidays and breaks abroad.
The multimedia campaign, which includes TV and print advertising, will comprise a series of stunning aerial photographs of England illustrating the different ways people can spend their time enjoying England, whether it’s for a morning, an hour, a day or a weekend.
Amanda Smyth, VisitEngland Head of Marketing said, “This campaign is designed to inspire and stimulate consumers to take day visits, short breaks and holidays in England this year based on the range of experiences, fantastic quality and value on offer. We’re working closely with England’s tourism industry to help this campaign deliver its full potential.”
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For further information or to arrange an interview, please contact:
Stuart Kirby, Strategic Communications Manager
Tel 020 8563 3220 / Email stuart.kirby@visitengland.org
Stephanie Boyle, Destination PR Manager
Tel 020 8563 3378 / Email stephanie.boyle@visitengland.org
Notes to editors
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 continue to market England under the VisitEngland brand in international markets.
Visit England’s ad agency CST developed this new advertising campaign, in conjunction with the COI, to encourage people to take more trips in England. The campaign was written by Rob Decleyn and art directed by Si Micheli.
For further information visit: www.visitengland.com/corporate and www.enjoyengland.com.
