VisitEngland has teamed up with Wallace & Gromit to launch the second Holidays at Home are GREAT campaign ‘Great Adventure’
VisitEngland has recruited Wallace & Gromit as Tourism Trailblazers to inspire Britons to take a holiday at home this year. The intrepid duo have pledged to make 2013 the year they take their well-earned holidays here in the UK, and to kick start the holiday season are starring in a new television advertisement airing 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 (including some top spots for elite cheese tasting).
Designed to boost domestic tourism, the new campaign titled, ‘Great Adventure’, aims to generate £80m in additional tourism spend and over a million overnight stays by inspiring Britons to book a holiday through their local travel agent. High street travel agents and operators across the country will be working with VisitEngland to put together exciting British holiday packages for Wallace and Gromit and the rest of their customers to enjoy. Supporting operators and agents include TUI, Thomas Cook, Advantage, The Travel Network, Mid Counties Coop, Attraction World, Superbreak, Hoseasons, Bourne Leisure (Butlins, Warners and Haven) and Shearings Holidays
The ad will run for 6-8 weeks starting from the 12 May and will be seen on primary audio-visual channels of TV, Cinema and Video on Demand. It will also feature in Out of Home and Online Digital environments with the main media focus from 12 May -17 June. This will be followed by further PR and travel trade activity lasting 6 months until September 2013.
Research commissioned by VisitEngland show that Wallace and Gromit are a quintessentially English double-act with universal appeal at home and abroad. They will make great ambassadors for holidays at home, grabbing people’s attention and breaking the mould of cliché tourism ads.
This campaign forms part of the award winning Holidays at Home are GREAT campaign, a pan-UK government funded strategy which launched in 2012 with a TV ad and accompanying website offering thousands of offers on holidays throughout the country. Over £60m in incremental spend was generated by the great2012offers.com website and the visitengland.com website between March and October 2012, and a further £240m was generated by the TV campaign. Based on average spending of £66 per night on English holidays, this £300m equates to over 4.5 million nights away.
View the TV ad
View the 'Making Of'