High street agents back VisitEngland ad campaign
VisitEngland has launched a £4 million domestic ad campaign featuring Wallace & Gromit to encourage Britons to holiday at home this year.
The iconic British duo will appear in a TV ad for the first time on May 12, encouraging consumers to book a holiday through their local travel agent.
A range of high-street travel agents including TUI, Thomas Cook, Advantage, Midcounties Co-op Travel, Premier Travel and The Travel Network Group have signed up to support the government-funded campaign with promotional activity.
Also on board are operators Attraction World, Superbreak, Hoseasons, Bourne Leisure and Shearings Holidays.
The campaign, which sees Wallace & Gromit discovering the best of the UK, forms part of Holidays at Home are GREAT, a pan-UK government funded strategy which launched last year.
Designed to boost domestic tourism, the campaign aims to raise £80m in additional tourism spend and over a million overnight stays.
ABTA CEO Mark Tanzer said he was pleased the campaign will be encouraging consumers to book a domestic holiday through their local travel agent.
"This is exactly the kind of positive promotion we expect to see from the Government," he said.
"ABTA supports all parts of the tourism mix – inbound, domestic and outbound – and believes the Government has a critical role to play in helping each sector achieve its full growth potential."
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