VisitEngland and outdoor specialists Blacks have announced an exciting partnership to promote outdoor breaks in rural England.
Domestic overnight holiday trips to rural locations in England were worth £2.2bn in 2011, with day trips contributing an additional £8.7 billion.
To boost rural tourism this year, the national tourist board and Blacks have today launched a £1.2million multimedia campaign, aimed at inspiring Britons to explore England’s breath-taking countryside with a short break in the great outdoors.
The campaign will run throughout March, starting from today, with a 30” television advertisement filmed in Cumbria, highlighting the different outdoor activities that can be enjoyed off the beaten track in England’s countryside – including walking, camping, trail and fell running, and wild swimming.
Consumers are encouraged to visit www.blacks.co.uk/visitengland, where they can enter a competition to win a fantastic adventure break in Cumbria.
The website also contains destination information about the filming locations, and advice on how to get involved in outdoor pursuits across the country.
James Berresford, VisitEngland’s chief executive, commented: “England’s stunning countryside is a huge draw for visitors from both home and abroad, and offers experiences to be found nowhere else in the world!
“We’re delighted to be working with Blacks on this campaign, which showcases England’s dramatic landscapes to inspire Britons to explore what’s on their own doorstep with an exciting outdoor break.”