VisitEngland teams up with Wallace & Gromit to launch "Great Adventure" – a nationwide campaign to boost tourism in the UK in 2013.
VisitEngland, the national tourist board 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 much anticipated 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 and Gromit take to the road exploring the country and discovering the best of the UK (including some top spots for elite cheese tasting). The Government funded campaign, Great Adventure, 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 exciting British holiday packages for Wallace and Gromit and the rest of their customers.
Nick Park, Creator and Director of Wallace and Gromit said “Leisure time has always been very important to Wallace & Gromit, so it’s great to see them making this holiday choice. A nice cup of tea and some tasty local cheese is always a favourite so they won’t be disappointed with their holiday in the UK.”
Minister for Tourism Hugh Robertson said “The first installment of the Holidays at Home campaign was a great success generating growth of £300 million. 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.”
James Berresford, VisitEngland’s Chief Executive said “Wallace & Gromit are bound to grab people’s attention and will be great ambassadors for holidays at home. They are a quintessentially English double-act with universal appeal at home and abroad, and I’m sure will have an adventurous time discovering all this country has to offer! We hope this ad, which I think breaks the mould of cliché tourism ads, will capture the imagination of Britons to inspire them to visit their local travel agent and book a break at home this year.”
This campaign form 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. The first campaign launched last year generated £300m in additional tourism spend.
Source: Aardman Animations
Jennifer Wolfe is Director of News & Content at Animation World Network.