In the run-up to May half-term and the summer holiday season VisitEngland has today launched its largest domestic marketing campaign for 2016 to promote amazing ‘moments’ that can only be experienced on a trip across Great Britain and Northern Ireland.
The four-week #OMGB ‘Home of Amazing Moments’ TV, digital and print campaign, part of the UK Government’s GREAT Britain campaign, uses film and images of authentic experiences and activities shot on locations across the UK to inspire people to take a short-break at home. Agency RKCR/Y&R produced the creative for this year’s campaign.
It is the fifth year that VisitEngland has run a campaign to boost domestic tourism and get people out exploring the UK, with former promotions featuring Wallace & Gromit, Shaun the Sheep, as well as celebrities. As in previous years, the campaign is run in partnership with the national tourism organisations of Scotland, Wales and Northern Ireland and tourism businesses across the UK.
VisitEngland/VisitBritain 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.
“By showing the sheer diversity of activities right here on our doorstep 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.”
By showcasing amazing experiences across the UK the campaign wants to inspire people to share images of their own amazing moments using the hashtag #OMGB, some of which will be shared across VisitEngland and VisitBritain’s Twitter, Instagram or Facebook platforms.
RKCR/Y&R CEO 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.”
This is RKCR/Y&R’s first piece of work for VisitEngland since formalising the relationship at the beginning of the year.
Travel offers and deals for UK breaks to tie in with the campaign, and competitions, will be available on www.homeofamazing.com
Latest figures show that in 2015 there were 124 million overnight trips recorded across Great Britain, an increase of 9% on 2014 with £25 billion spent, up 9% year-on-year. Tourism is Britain’s seventh largest export industry and third largest service sector, worth more than £126 billion to the UK economy.
This year’s ‘Home of Amazing Moments’ domestic campaign is part of a global #OMGB campaign to attract more tourists to the UK.