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National marketing campaign to launch this weekend

VisitEngland takes to the skies to promote Enlgish tourism

England’s new tourism body, VisitEngland, will launch its £3 million integrated campaign this weekend (4 April) 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 prominently along with partnership activity such as joint TV slots with organisations including The National Trust.

The campaign sets out to make Brits view their time differently and see spare time as an opportunity to take a trip in England. So whether you’ve got a lunch hour or an afternoon, or fancy a day out or a weekend away, you can use that time to make the most of what England has to offer.  This message will be supported by around 600 offers representing great value for money such as free entry to attractions for kids and three nights for the price of two hotel offers. These offers have been supplied by England’s tourism industry and are available at www.enjoyengland.com.

This campaign has been built on insights gained from extensive research carried out by VisitEngland which highlights the challenges and opportunities for English tourism in the year ahead.  While some 90% of the population are cutting back on their overall spend, the importance of holidays mean that these are more protected than many other areas, while 1 in 5 of those who took an overseas holiday last year have said that they would consider switching to the UK this year to save money.  The research has also highlighted that the strength of the Euro is a barrier to overseas travel – 60% said that the exchange rate currently puts them off taking holidays and breaks abroad.

The multimedia campaign will comprise a series of stunning aerial photographs (see attached) of England illustrating the different ways people can spend their time enjoying England, whether it’s for a morning, an hour, a day or a weekend. The messages and value content will also be delivered through a range of digital media including an iPhone application and online advertising.

Amanda Smyth, VisitEngland Head of Marketing 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.”

Fiona Reynolds, Director General of the National Trust said, "The National Trust is delighted to join forces with VisitEngland for its 2009 national television campaign.  With over 250 historic houses and gardens and vast acres of fabulous coast and countryside across England, every trip to the National Trust is a holiday. In a recession, when we all need quality time to relax and recharge our batteries we hope this TV campaign will let people know that a visit with us is always time well spent."

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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