Wallace & Gromit domestic campaign launches
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Maria Miller MP, Secretary for State for Culture, Media and Sport helped launch VisitEngland’s new Wallace & Gromit campaign today as she spoke of the “critical role” tourism holds for economic growth.
The new advertising campaign, which will run for eight weeks from this Sunday, shows Wallace & Gromit head on a ‘Grand Adventure’ across the UK with a strong call to action to visit high street travel agents.
It has been launched with funds from the Government matched by VisitEngland, Visit Scotland, Visit Wales and Visit Northern Ireland.
“Tourism has a critical role in the UK economy turnaround and after the unqualified success of the Holidays at Home campaign last year the country is seeing the real tangible benefits of tourism,” said Miller at the launch. “MPs pushing their cities to become the UK City of Culture regionally understand the economic dividends of tourism [after Liverpool’s success]. We must be consistent in our message and in the long-term to build relationships year on year.”
Under a new direction from VisitEngland the campaign has seen travel agents already engaged for months, mainly through store visits and online resources with tour operators.
“This second campaign aims to invigorate a route into market that has been dormant for too long – the high street travel agent,” said James Berresford, chief executive of VisitEngland. “It is a chance for travel agents to boost their bottom line by selling domestic breaks and we want to showcase them as knowledgeable, passionate champions of domestic tourism to customers.”
The inclusion of Wallace & Gromit has been extended further than the advertisement including the trail of Gromit statues due to be unleashed in Bristol from 1 July; a new Thrill-o-Matic ride at Blackpool Pleasure Beach and concerts in conjunction with the BBC. The broadcaster is keen to use similar tie-ups to promote Britain globally.
“We would like to do more of this style of event tied into tourism marketing to promote British brands worldwide, such as Wallace & Gromit and Doctor Who,” said Philip Murphy, managing director – Live Entertainment at BBC Worldwide.
VisitEngland said it will continue to work with the trade next year and beyond and is also bidding for a further Regional Growth Fund of GBP12 million to promote England as a tourism destination.