Visit England to spend £4m on domestic tourism


VisitEngland are to launch a new advertising campaign starring BAFTA award-winning character Shaun the Sheep and designed to inspire Britons to take a holiday at home this year.

Led by VisitEngland and supported by the tourist boards of Scotland, Wales and Northern Ireland, the £4m campaign will follow Shaun the Sheep as he goes on holiday in the UK with his farmyard friends, encouraging consumers to book a holiday through their local travel agent.

High-street travel agents including Thomas Cook, Thomson, Advantage, Worldchoice, Barrhead Travel, Hays Travel, Bath Travel and Midcounties Cooperative will be participating in the campaign to promote ‘baa-rilliant’ deals around the UK for the summer period.  Also on board are operators, Superbreak, Hoseasons, Bourne Leisure, Shearings Holidays and Attraction World.

The advertisement will follow on from Aardman’s latest film, Shaun the Sheep The Movie due to launch in theatres worldwide from 6th February and the opening of the ‘Shaun the Sheep Experience at Land’s End’– a Shaun the Sheep themed attraction – in Cornwall in March.

James Berresford, VisitEngland’s Chief Executive said: “I am confident Shaun will fuel the public’s imagination and inspire them to take a holiday in the UK this year.  This new campaign forms a key part of VisitEngland’s strategy to grow tourism in this country, supporting the Government’s agenda for growth.”

Berresford added: “We have had a fantastic response from the domestic travel trade, and I’m looking forward to working with our tour operator and retail partners to inspire Britons to visit their local travel agent and book a break at home this year.”

This campaign forms part of ‘Holidays at Home are great’, a pan-UK government funded strategy which launched in 2012. The first two campaigns have raised £380million in additional tourism spend and generated over a million overnight stays.

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