VisitEngland has decided to step up its UK-wide ‘Escape the Everyday’ campaign to drive domestic day trips and overnight breaks as the summer holidays begin. The campaign, first launched in September, highlights the quality destinations, visitor attractions and experiences on offer across the UK to build back demand for domestic breaks and boost consumer confidence as restrictions lift.
The summer campaign ‘Escape the Everyday – Enjoy the UK this Summer’ has a focus on cities and city attractions as well as regional gateways which have been hit particularly hard by the lack of international visitors and that rely on their spending. The £5.4 million campaign kicks up a gear from this week with the launch of more than 1,200 digital billboard adverts showcasing activities and experiences in cities across the UK as well as advertising on radio, digital audio and podcast platforms.
A new short video and branded content across social media as well as ‘on demand’ television advertising will launch in August. The campaign is also driving online traffic to a new website with ideas and links on city-focused experiences across the nations and regions, with advice also to support visitors on travelling responsibly.
Tourism Minister Nigel Huddleston said in a statement that there is so much to see and do in the vibrant towns, cities and villages across all corners of the United Kingdom and people should make the most of the tourism offer and rediscover summer safely. He mentioned that it has been a challenging period for the brilliant tourism and hospitality businesses but they are ready to welcome everyone back.
VisitEngland Director Andrew Stokes added that as the country emerges from lockdown, reconnect with family and friends and with international visitors slower to return, now is the time to book a domestic city break and also support local businesses, attractions and destinations as they start to rebuild. He mentioned that whether it is a day trip to a local attraction or an overnight stay, whether dining out in vibrant cafés or exploring our world-class museums and galleries, authorities want people to rediscover and take a new look at what’s on their doorstep.
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