VisitEngland has launched a new, £2.5 million four-week campaign to promote short breaks in Great Britain and Northern Ireland.
The #OMGB ‘Home of Amazing Moments’ TV, digital and print campaign uses film and images of authentic experiences and activities shot on locations across the UK. Included are indoor surfing at Surf Snowdonia, trekking with llamas in the Lake District and a trip on the Translink train in Northern Ireland.
Britons are encouraged to share their experiences on social media using the hashtag #OMGB.
The campaign is expected to generate more than 1.3 million additional overnight stays in 2016 with a £100 million boost to the UK economy.
It is the fifth year that VisitEngland has run a campaign to boost domestic tourism, with former promotions featuring Wallace & Gromit, Shaun the Sheep, as well as celebrities.
As in previous years, the campaign is run in partnership with the national tourism organisations of Scotland, Wales and Northern Ireland and tourism businesses across the UK.
Travel partners include Thomas Cook, TUI, The Travel Network Group, Advantage, Barrhead Travel, Premier Travel and tour operators Shearings, Bourne Leisure, Hoseasons, Superbreak, BreakFree Holidays and Attraction World.
Latest figures show that in 2015 there were 124 million overnight trips in Britain, an increase of 9% on 2014 with £25 billion spent, up 9% year-on-year.
