VisitEngland, the national tourist board, has recruited Wallace & Gromit as Tourism Trailblazers to inspire Brits to take a holiday at home this year. To kick start the holiday season the duo are starring in a television advertisement due to air on 12 May.
The £4m integrated campaign, led by VisitEngland, and supported by the home nation tourist boards of Scotland, Wales and Northern Ireland, will see Wallace & Gromit take to the road exploring the country and discovering the best of the UK. The Government funded campaign aims to inspire Britons to book a holiday through their local travel agent. VisitEngland is working with a number of high street travel agents and operators across the country who will be putting together British holiday packages.
Hugh Robertson, Minister for Tourism, said: “The first instalment of the Holidays at Home campaign was a great success generating growth of £300m. The coup of landing Wallace & Gromit for the campaign’s second push is great news. Their ad will no doubt capture the imagination, encourage people to have a fresh look at what England as a holiday destination has to offer and boost domestic tourism further.”
This campaign forms the second part of Holidays at Home are Great, a pan-UK government funded strategy which launched last year. Designed to boost domestic tourism, the campaign should aim to raise £80m in additional tourism spend and over a million overnight stays.
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