VisitEngland launches domestic holidays campaign
VisitEngland is to launch a £4m advertising campaign starring BAFTA-winning Shaun the Sheep to persuade more Britons to holiday at home this year – and to book via their local travel agent.
The Government-funded organisation sparked anger within the travel trade two years ago when it launched its "Holidays at Home are GREAT!"campaign with ABTA criticising the government for supporting domestic tourism but not the outbound tourism industry.
This time high street travel agents including Thomas Cook, Thomson, Advantage and Worldchoice will be participating in the campaign, promoting deals around the UK during the summer.
Also on board are operators, Superbreak, Hoseasons, Bourne Leisure, Shearings Holidays and Attraction World.
Following his movie debut this spring, Shaun the Sheep – who first appeared in Wallace and Gromit in 2007 – will appear in a TV advertisement encouraging consumers to book holidays.
Led by VisitEngland and supported by the national tourist boards of Scotland, Wales and Northern Ireland, the £4m campaign will follow Shaun the Sheep as he goes on holiday in the UK with his farmyard friends.
The tourism advertisement will follow on from Aardman’s latest film, Shaun the Sheep The Movie, due to launch in theatres worldwide from February 6, and the opening of the ‘Shaun the Sheep Experience at Land’s End’ in March.
VisitEngland chief executive James Berresford said: "Following on from the success of the third Holidays at Home are GREAT campaign last year, which starred Wallace & Gromit, we have partnered again with Aardman to create another super TV advertisement.
"I am confident Shaun will fuel the public’s imagination and inspire them to take a holiday in the UK this year. This new campaign forms a key part of VisitEngland’s strategy to grow tourism in this country, supporting the Government’s agenda for growth. "
Berresford added: "We have had a fantastic response from the domestic travel trade, and I’m looking forward to working with our tour operator and retail partners to inspire Britons to visit their local travel agent and book a break at home this year."
The first two campaigns have raised £380million in additional tourism spend and generated over a million overnight stays, with results for last year’s campaign expected soon, said VisitEngland.
Tourism minister Helen Grant said: "Shaun the Sheep is a much loved character so it’s fantastic that he’s been signed up to encourage Brits to book a domestic break this year.
"Britain’s tourism sector is performing strongly, creating jobs supporting businesses and helping deliver the government’s long-term economic plan. So it’s great that VisitEngland has teamed up once more with Aardman to help keep up this momentum."
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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