Great Britain Tourism Survey – November 2011 Results

2 March 2012

Following its launch today (7 March 2012) at one of the most iconic tourist attractions in the country, the EDF Energy London Eye, the UK’s largest ever domestic tourism marketing campaign, Holidays at Home are GREAT, kicks off tomorrow with the airing of its celebrity-led advertisement hitting TV screens across the country.

The campaign, led by VisitEngland and supported by the home nation tourist boards of Scotland, Wales and Northern Ireland, showcases the country and highlights the key events taking place in this exceptional year including the Queen’s Diamond Jubilee, the Torch Relay and the London 2012 Festival.

Starring alongside the UK’s stunning coast, countryside and cityscapes are Michelle Dockery, Stephen Fry, Rupert Grint and Julie Waters featured in destinations throughout the whole of the UK including London, Tate Liverpool, Bridlington Beach in Yorkshire, The Lake District, The Cotswolds, Anglesey, Loch Awe in Scotland and the Giants Causeway in Northern Ireland.
The £5m campaign is aimed at inspiring UK residents to take a holiday at home with a call to action to visit the new special offers website In addition to the main advertisement, a series of additional 10 second destination match-funded adverts will be aired for Blackpool, Liverpool, Skegness and Yorkshire.
The campaign showcases the wide range of experiences to be had in this country and the exceptional value they present. Thanks to a huge support from industry there are thousands of offers from tourism businesses on the great2012offers site. Visitors can take advantage of special deals offering 20.12% off or more, and other great offers, on all types of accommodation, restaurants, attractions, events and transport. The website currently offers some 2.5m accommodation nights and has been supported by hundreds of tourism businesses including national hotel chains: De Vere, Marriott, Travelodge, Millennium & Copthorne Hotels; Hoseasons Group, Bourne Leisure, and Accor but also hundreds of smaller, independent businesses too. Attractions giant, Merlin is offering 25% off on their Annual Pass and other attractions such as The Eden Project, Chatsworth House and The National Maritime Museum are on board offering fantastic experiences at 20.12% off.

The full 90 sec TV ad will be airing at 20:15 on ITV on Thursday 8 March, during Emmerdale, and shorter 60 sec and 40 sec versions will then be played out over the next two months.

The Holidays at Home are GREAT campaign is part of VisitEngland’s 3 year marketing strategy worth £24million. The overall marketing programme seeks to generate an additional 5.3m short break nights in England with an incremental spend of £480m by 2015.

The Holidays at home are GREAT campaign is designed to be as inclusive at possible. It’s not too late to get involved. If you would like to upload your offer to the site then visit the VisitEngland website

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