Guardian kicks off major travel push with VisitEngland
The Guardian has paired up with VisitEngland to launch a major multiplatform campaign to promote England as a prime holiday destination to the domestic market.
The three-month campaign, called ‘Think of England’, is aimed at encouraging the domestic population to take more holidays in England in 2013, showcasing the country as a 'rich and diverse’ holiday destination.
Media agency MediaCom brokered the campaign which includes six themed editorial supplements and a video series presented by writer and broadcaster Marcel Theroux.
The content will focus on unexplored areas in England, with the activity part-funded by the Government’s Regional Growth fund allocated to the tourist board last year.
It will also include 11 competitions all of which will be run via the VisitEngland campaign site. The Guardian’s travel site will also launch an England tab where all content created during the campaign will be housed.
The campaign has kicked off with a 28-page calendar distributed with the Guardian last Saturday (5 January).
The newspaper will also run print ads and display ads on its own web and mobile sites, along with the Observer’s iPad edition. The Guardian’s travel site will also include skin takeovers and coverwraps on its weekday G2 supplement and weekly travel supplement.