VisitEngland has launched a new multi-channel marketing campaign designed to boost domestic tourism in 2013 by promoting short breaks in some of England’s most vibrant cultural cities.
The two-week campaign is the second of six launching over the next three months, covering the four key themes of countryside, coast, heritage and culture, funded in part by the government’s Regional Growth Fund.
The campaign focuses on the rich and varied cultural activities on offer throughout England, from award-winning theatre, music and literature, to world-class museums and galleries – not to mention a wealth of events and festivals all year round.
The campaign incorporates a range of national online, broadcast and print elements in partnership with network radio stations Classic FM and Gold FM, as well as The Guardian, The Daily Mail and Mail on Sunday.
There is also a substantial programme of digital and social media activity, including Facebook competitions, video content, and a dedicated section on the official website.
James Berresford, VisitEngland chief executive, commented: “This exciting campaign is one of several launching this year with the aim of growing tourism in England.
“Starting in time for the run up to the busy February half-term and Easter period, the campaign promotes some of England’s most exciting cultural destinations.
“This is a great example of the industry working in partnership to stimulate tourism and grow jobs throughout the country.”
This new marketing activity is part of VisitEngland’s three-year investment project called Growing Tourism Locally.
Funded by £19.8million from the Government’s Regional Growth Fund, the project aims to generate £365million in additional tourism spend over the 2012-15 period and inspire more UK residents to take more holidays and short breaks at home.
The project aims to stimulate local employment to create jobs in the tourism sector by 9,100 over a three-year period to March 2015.