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Get real, have fun, indulge yourself on holiday in England

Real. Fun. Indulgent. The heart of a fresh brand strategy for England will entice UK residents planning their holidays to…

Real. Fun. Indulgent. The heart of a fresh brand strategy for England will entice UK residents planning their holidays to `Be Yourself. Enjoy England`. Launched by VisitBritain the Enjoy England brand positions the destination as a country that will surprise and delight visitors.



The brand will help make England the first choice destination for people looking for a holiday at home and reflects England`s particular balance of the comfortingly familiar alongside the new and contemporary. It reflects the attitudes of today`s image-conscious consumers who lead busy lives, are confident, self-assured and often active in their free time, but when on holiday want to be entertained and do not want to feel like tourists.



Mike Bedingfield, England Marketing Director, said: `Be Yourself. Enjoy England.` is not about promoting individual destinations or products that England offers its visitors. What it will do, for the first time, is create a picture in the mind of British consumers of all that an English holiday means to them. It will inspire them to discover for themselves England`s diverse destinations and huge range of things to see and do, to share out-of-the-ordinary experiences and discover the adventure of a holiday at home.



The brand complements the themes of Enjoy, Experience, Relax and Discover that are already familiar to consumers thanks to the success of the enjoyEngland and Outdoor England campaigns. Creative guidelines will now be developed for fonts, colours, still and moving imagery and even music that will resonate in consumers` minds whenever they think of English destinations.




Over the last six months, VisitBritain developed the Real, Fun, Indulgent elements of the Enjoy England brand with consumer focus groups throughout England and in discussion with national and regional stakeholders in domestic tourism. The research revealed that visitors want `real` encounters that will create lasting memories like retracing the footsteps of Robin Hood in Sherwood Forest or getting lost in the maze at Hampton Court Palace.



They have a natural curiosity for `fun`, social experiences amid England`s playground of diverse activities by joining the crowds at the Notting Hill Carnival or taking a thrilling ride on Nemesis at Alton Towers. They want to relax with `indulgent`, special treats that are just for them in an England that promises clotted cream teas in Devon or pampering spa breaks in Harrogate.



The brand will now be communicated to VisitBritain`s strategic partners including regional tourist boards, development agencies and commercial organisations.

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