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VisitEngland teams with Wallace & Gromit for another ‘great adventure’

Monday March 10, 2014 at 3:19pm
VisitEngland is hoping to encourage Brits to holiday at home this year with a nationwide marketing push that sees Wallace & Gromit return for another ‘great adventure’. Six national, themed campaigns will run until the end of March. The activity is in partnership with 50 destinations around England and includes national print and magazine advertising as well as a roadshow featuring Aardman characters Wallace & Gromit to kick off VisitEngland’s third pan-UK ‘Holidays at Home are GREAT’ push. The aim is to boost domestic tourism and promote short breaks in some of England’s most iconic destinations, building on the success of the first year of themed campaigns launched in early 2013 which VisitEngland today reveals generated an additional £132.5million in tourism spend and 2, 455 jobs for the sector. This new marketing activity forms part of the second year of VisitEngland’s three-year Growing Tourism Locally initiative, funded in part by the government’s Regional Growth Fund. The £2million Government funded ‘Great Adventure’ campaign aims to inspire Britons to book a holiday through their local travel agent and will run from mid-March until 22 April across cinema, TV, Video on Demand, and Digital, with a clear call to action to book a holiday at home through your travel agent. James Berresford, VisitEngland’s Chief Executive said: “There is some really exciting activity planned this spring to inspire people to make the most of the wonderful destinations, right on their doorstep. The first year themed campaigns have delivered fantastic results, providing a welcome boost to the domestic tourism economy and creating jobs for the sector, and the next raft of themed campaigns will continue to generate growth by promoting the wonderful holiday experiences on offer in England. “Following the success of their ‘Great Adventure’ last year, we are thrilled to welcome back our animated friends Wallace & Gromit as ambassadors for the industry, who will once again embark on a journey to explore the best the UK has to offer and promote all the benefits of holidaying at home.”
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