Enjoy England, the domestic marketing division of national tourism agency VisitBritain, is looking for an agency to develop a communications strategy encouraging people to take short breaks and holidays in England.
The pitch, to be managed by the COI, will include Carat, MediaCom and ZenithOptimedia. It follows the success of the recent Enjoy England “look no further” brand campaign, which featured on national radio, London Underground and in the national weekend press.
The brief is to challenge existing perceptions of England as a holiday destination among the main target audience of affluent, well-educated ABC1s who have the greatest potential to be influenced to take more domestic breaks.
EnjoyEngland hopes to encourage these consumers to take at least one short break in England per year, increase visits to its website and generate requests for the Enjoy England Great Ideas 2007 brochure.
Enjoy England’s general manager Laurence Bresh says: “With fierce competition from overseas destinations, we’re looking for these agencies to present us with a strategy that will grab Britons’ attention, at times and in places when they are most receptive to our message.”