VisitBritain is encouraging people to visit the English countryside by claiming it is “Made for Summer”. The press campaign aims to combat the negative publicity surrounding security alerts, foot and mouth disease, flooding and bad weather.
The campaign is part of plans announced by Culture Secretary James Purnell to ramp up support for the rural areas. The tourism body received a £1m boost to create the campaign.
Front, the Sheffield-based agency, has developed the series of press ads as part of the Rural Escapes campaign.
Full colour executions with the strapline: “Made For Summer” will run in the national press that will provide ideas for making the most of the countryside such as cycling in the New Forest or strolling on Northumbrian beaches.