18 May 2009

England debuts Ã&#pound;3m tourism ad push

A £3 million ‘Enjoy Every Minute, Enjoy England’ marketing campaign breaks today (Monday).

VisitEngland’s new TV advert features ‘nine vignettes’ of different scenes and activities demonstrating what can be done around the country depending on how much time you have, with a voice-over by Helena Bonham Carter.

The first TV advert runs tonight at 19.30 on ITV.

It comes as VisitEngland, England’s new tourism body, appeals to stressed-out Brits to break their routine and turn their free time into a holiday.

The promotion is designed to highlights how the ‘holiday feeling’ associated with a traditional fortnight’s holiday can be replicated by simply taking a break - whether a mere 15 minutes, lunch hour, afternoon or weekend, the organisation claims.

This comes on the back of research carried out by VisitEngland showing that 56% of people feel stuck in the same routine and 66% say they do not make the best use of their free time. Only 36% enjoy a full lunch hour on a regular basis.

According to VisitEngland 59% of people feel more refreshed after taking a lunch break at work and over half (55%) said taking a lunch break helps them work more effectively in the afternoon.

The impact of not taking a lunch break may be reflected in the recent increase in occupational stress and stress-related absences.

Even outside working hours, Brits don’t feel in control of their time. 59% of those polled admitted they don’t use make the best use of their weekends.

VisitEngland head of marketing Amanda Smyth said: "Our research shows that 82% of people feel better when they’ve been on a day trip, and 69% feel happier when they’ve got something to look forward to.

"We want to help people plan their free time better and make the most of what England has to offer.

"Visitors to www.enjoyengland.com can be inspired by 15 minute holiday packages as well as 600 great value offers."

by Phil Davies