01 April 2009

Domestic tourism gets digital media push

Digital media applications such as iPhones will play a part in a £3 million domestic tourism campaign by VisitEngland.

The marketing push (see previous TravelMole story) by the new tourism body breaks this weekend with print advertising in The Times and The Guardian.

TV advertising will then follow between May and June.

Digital and PR activity will also feature along with partnership activity such as joint TV slots with organisations including The National Trust.

The messages will also be delivered through digital media including an iPhone application and online advertising.

The multimedia push includes aerial photographs of England illustrating the different ways people can spend their time in the country.

VisitEngland head of marketing Amanda Smyth 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.

"VisitEngland is keen to work with England’s tourism industry, from destination marketing partners to tourism businesses, to help this campaign deliver its full potential."

VisitEngland continues to use the Enjoy England consumer brand in the domestic market and continue to market England under the VisitEngland brand internationally.