A new campaign to encourage more UK city breaks has been launched by the Enjoy England arm of VisitBritain.
The promotion, featuring a dedicated website, aims to encourage domestic visitors to get more from what is on their doorstep, discover ‘hidden gems’ within city destinations and give information and advice on how to get the most from a visit.
The move comes as the national tourist agency released figures showing that the number of overnight visits made to eight top English cities in 2006 was more than 22.8 million.
The research found that eight out of the top ten most visited destinations in England last year were cities.
The new City Breaks website has been set up to help boost visits to 36 cities in England at www.enjoyengland.com/citybreaks.
London, Manchester, Birmingham, Bristol, Leeds, Newcastle, Liverpool and York are the most visited English cities and all feature on the City Breaks website.
Information on the site is broken down into nine categories ranging from ‘Arts and Culture’, ‘Food’ and ‘Shopping’ through to ‘Music’, ‘Romance’ and ‘Fun with Friends’.
Visitors to the site can also link through to enjoyenglanddirect.com, the Enjoy England online shop offering deals on tickets to attractions, city tours and maps.
The campaign will be complimented by a 52-page Guardian supplement on September 29, showcasing the cities involved in the campaign and driving people to the City Breaks website.
City Breaks will be promoted using press advertising, direct mail, editorial in national newspaper supplements, PR and editorial promotions, viral and online marketing, field marketing and events.
England marketing general manager Laurence Bresh said: “The new City Breaks campaign aims to remind domestic visitors of the range of city based holidays available in England and also inspire consumers about experiences they may never have considered.
“England’s cities offer contemporary architecture and attractions standing cheek by jowl alongside centuries of heritage. From Zorbing in Bristol to a spa break in Chester, jewellery making in Birmingham to a musical tour of Liverpool, England’s cities offer something for every age or taste.”
by Phil Davies
Tuesday, September 25, 2007