VisitEngland recruits Wallace & Gromit for £4m ‘Great Adventure’ campaign
VisitEngland is set to encourage Brits to holiday at home this year, as part of a campaign fronted by Wallace & Gromit.
This £4m Great Adventure campaign furthers the Holidays at Home are GREAT campaign, a pan-UK government funded strategy which launched in 2012 with a TV ad and accompanying website; and aims to generate £80m in additional tourism spend.
Launching on 12 May, an ad will be shown on TV, on-demand video and in cinemas featuring Wallace & Gromit taking to the road to explore the country and discover the best of the UK.
Supported by the home nation tourist boards of Scotland, Wales and Northern Ireland, the campaign will also include outdoor and digital advertising between 12 May and 17 June, and will be followed by further PR and travel trade activity lasting 6 months until September 2013.