VisitEngland has launched its largest domestic marketing campaign of the year in preparation for the May half-term and the summer holiday season.
The ‘Home of Amazing Moments’ campaign will use film and images of authentic experiences and activities shot on locations across the UK to inspire people to take a short-break at home.
The four week campaign has been created by RKCR/Y&R and attempts to encourage people to share their own photos and amazing moments on Twitter, Instagram and Facebook using the #OMGB hashtag, with the top picks being collated on VisitEngland’s social channels.
This year’s £2.5m marketing effort will be run in partnership with the national tourism organisations of Scotland, Wales and Northern Ireland and tourism businesses across the UK.
VisitEngland chief executive, Sally Balcombe, said: “From taking a dip in Wastwater Lake in the Lake District to riding the waves at Surf Snowdonia, from watching sunlight breaking over the Scottish Highlands to walking in the footsteps of giants along The Giant’s Causeway in Northern Ireland, the UK is packed full of incredible experiences that you can’t get anywhere else.
“We want to inspire people to book a trip right now to discover their own amazing moments, driving growth in tourism across our nations and regions and spreading its economic benefits across the UK.”
Discussing the campaign RKCR/Y&R chief executive, Jon Sharpe, said: “It’s too easy to forget that we have this wealth of amazing tourism destinations, right on our doorstep. The awe-inspiring stills and video footage in this content-driven campaign reminds people that there is no better place to experience incredible moments, or capture wonderful memories to share, than on a holiday break in Britain.”
The campaign is the first piece of work created by RKCR/Y&R for VisitEngland and is expected to generate more than 1.3 million additional overnight stays in 2016 which in turn will provide a £100m boost to the UK economy.