Enjoy England, VisitBritain’s domestic marketing arm, has launched a new burst of its “Rural Recovery” campaign. The ongoing marketing strategy aims to improve the profile of the countryside.
Sheffield agency Front has produced a 26-page DM brochure to be mailed to half-a-million homes promoting short domestic breaks in the winter.
The campaign has been developed after a difficult summer for the English tourist industry; many rural areas were affected by flooding earlier in the year and the recent outbreaks of foot and mouth and other agricultural diseases have caused more problems.
The work aims to inspire UK holidaymakers to take rural breaks in England, and features ideas for short breaks in each of England’s nine regions.
It showcases seasonal Christmas-themed markets in the South East and unusual places to stay, including converted castles in Yorkshire.
Front has produced other executions as part of the campaign, funded by Enjoy England’s parent organisation VisitBritain, with the theme that the countryside is “open for business”.
The budget for the Rural Recovery campaign has not been disclosed but the Government recently announced that it was cutting the funding of Enjoy England’s parent company, Visit Britain, by 18% over the next three years. Enjoy England currently has a budget of £14.4m.