Campaign will encourage families to take short breaks close to home.
Entertainment One (eOne) has announced a new partnership with the national tourism agency, VisitEngland, which will see Peppa Pig become part of a promotional campaign that aims to get more families with young children to take short breaks in England.
Launching this week, the campaign drives visitors to a specially created Peppa Pig online hub on VisitEngland’s website. The microsite features 25 experiences for pre-schoolers and their families, all inspired by Peppa’s adventures in the show. Young fans can view clips from the show by clicking on a Peppa Pig style map on the site. A children’s activity sheet and tick list will be available to download, to inspire them to follow in Peppa’s footsteps as they take short breaks in England.
Working with Global, owners of Heart FM radio, VisitEngland is also promoting the campaign through a national radio competition voiced by Peppa Pig and her family. The campaign will be boosted from mid–February with paid-for digital advertising.
“Peppa Pig celebrates the simple pleasures of family life and that theme is central to our campaign,” said eOne’s Rebecca Harvey, EVP Global Marketing, Family & Brands. “We’re absolutely delighted to be partnering with VisitEngland on an initiative that will harness the brand’s popularity to boost tourism in England. With a content pipeline of 381 episodes all focused on family life, there’s plenty of inspiration; we look forward to seeing families enjoying days at the beach, visiting castles, flying kites and, of course, jumping in muddy puddles just like Peppa and her family.”
“We want to inspire young families to follow in the footsteps of their favourite character and go on fun filled year-round adventures across England,” said Visit England director Clare Mullin. “From getting outdoors to jumping in muddy puddles in thousand-year-old forests and camping under the stars at their first music festival, there are amazing family-friendly experiences right across the country. Capturing the imagination of Peppa Pig loving pre-school families can create long lasting memories that help boost regional tourism and build an emotional connection that will encourage them to explore their own backyard both now and in the future.”
The £650,000 campaign is expected to generate more than 225,000 additional overnight stays in England from families in 2020, adding a £16.5m boost to the economy.