This campaign 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.
VisitEngland, the national tourist board, together with Rt Hon. Maria Miller MP, Secretary of State for Culture Media and Sport, launched ‘Great Adventure’ – a pan-UK marketing campaign starring Wallace & Gromit, designed to inspire Britons to take a holiday at home this year. The iconic British duo will appear in a much-anticipated television advertisement airing for the first time on 12 May, encouraging consumers to book a holiday through their local travel agent.
Led by VisitEngland and supported by the home nation tourist boards of Scotland, Wales and Northern Ireland, the £4m integrated campaign will see Wallace & Gromit take to the road, exploring the country and discovering the best of the UK.
This campaign 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.
The television ad will encourage viewers to visit yourgreatadventure.co.uk; a special website packed with inspiration and ideas for great days out and holidays across the country. It will also feature a range of specially-commissioned postcards featuring the Wensleydale-loving pair on their holidays, which can be shared through social media channels. Visitors to the site can enter their postcode to find details of the nearest participating travel agent where they can book their own ‘great adventure’ in the UK, and can also watch an exclusive ‘behind the scenes’ film about the making of the tv ad, and an extended version of the ad itself.
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, all of which provide an outstanding level of service and knowledge when booking a UK break.
Secretary of State, Maria Miller, said: “Our tourism industry plays a key role in delivering economic growth, creating jobs and supporting businesses up and down the country. I’m delighted that we’re thinking innovatively about how to promote Britain and the new ‘Great Adventure’ campaign, starring the much-loved Wallace and Gromit, will showcase fantastic UK holiday destinations, delivering an £80 million economic boost.”
James Berresford, VisitEngland’s Chief Executive said: “Wallace & Gromit are wonderful ambassadors for holidays at home. They are a quintessentially English double-act with universal appeal at home and abroad, and I’m sure they will capture the public’s imagination. Following on from the success of the first Holidays at Home are GREAT campaign last year, which generated over £300million in additional tourism spend, this new campaign forms a key part of VisitEngland’s strategy to grow tourism in this country, supporting the Government’s agenda for growth.
Mr 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.”
Nick Park, Creator and Director of Wallace & Gromit, said: “Leisure time has always been very important to Wallace & Gromit, so it’s great to see them making this holiday choice. A nice cup of tea and some tasty local cheese is always a favourite so they won’t be disappointed with their holiday in the UK.“
To celebrate the grand launch of their Great Adventure, Wallace & Gromit will be taking centre stage at The World on Regent Street Festival on Sunday, 12 May (11am – 6pm). Regent Street will be entirely closed to traffic and fully pedestrianised, showcasing several world-famous destinations, including Great Britain and Northern Ireland. Visitors can have their photo taken with the stars of the tv ad, and enter a competition to give Gromit a new look! The design that best represents London will be painted onto a Gromit statue which will be auctioned in October to raise money for Wallace & Gromit’s Grand Appeal.
Other activities on the day include a Wallace & Gromit branded hot air balloon, Wensleydale cheese sampling, ‘clay-station’ model making workshops at Hamleys with Wallace & Gromit creators, Aardman.
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She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
