VisitEngland are launching a second Holidays at Home are GREAT campaign, ‘Great Adventure’ and are teaming up with Wallace and Gromit as a driving force to inspire Britons to holiday at home this year. The animated duo have declared that 2013 is the year they will take their holidays in the UK, starting off with a new TV advertisement which is planned to be aired on 12th May 2013. The overall aim of the campaign is to boost domestic tourism with an objective of generating £80 million in additional tourism spend and over a million overnight stays by inspiring Britons to book a holiday through their local travel agent.
Tourism Minister Hugh Robertson said, “The First instalment of the Holidays at Home campaign was a great success generating growth of £300 million”. The initial strategy was launched in 2012 with a TV advert which generated over £60 million and a website offering a wide range of holiday deals throughout the UK which generated £240 million between March and October last year. Basing figures on £66 average spend per night on English holidays, the £300 million equals over 4.5 million nights away.
The new £4 million campaign has been supported by the home nation tourist boards of Scotland, Wales and Northern Ireland as well as being backed by the government. VisitEngland is working closely with several high street travel agencies and operators who will be putting together exciting UK holiday packages for Wallace and Gromit and the rest of their customers to enjoy. The advert will run for 6-8 weeks on TV, in Cinemas, Video on Demand, Out of Home and Online Digital sources, followed by a further PR and travel trade activity running until September 2013.
The reason behind using Wallace and Gromit to be the face of the ‘Great Adventure’ campaign is that they are shown to be a classical English double act with a universal appeal, making them great representatives for Holidays at Home, catching people’s attention and breaking the style of typical tourism adverts, giving residents a fresh look on what their own country has to offer as a holiday destination.
Nick Park, creator and director of Wallace and Gromit has stated that, “Leisure time has always been very important to Wallace and Gromit, so it’s great to see them making this holiday choice.”
So watch out as we will see Wallace and Gromit explore the country and discovering the very best of the UK, and you could do the same!