Michael Gambon lends voice to Enjoy England campaign

Enjoy England has launched a campaign featuring veteran British actor Michael Gambon, aimed at boosting tourism through word-of-mouth recommendations. The ads are designed to drive traffic to the tourism body’s online forum where visitors are encouraged to share their experiences of English holidays and attractions.

Enjoy England has launched a campaign, featuring veteran British actor Michael Gambon, aimed at boosting tourism through word-of-mouth recommendations.

The ads are designed to drive traffic to the tourism body’s online forum where visitors are encouraged to share their experiences of English holidays and attractions.

The campaign has been created by Farm, with media planning and buying handled by COI, and will run on radio and television until next month. It is voiced by Michael Gambon, who plays Professor Dumbledore in the Harry Potter series. He tells viewers that the website is the place where England’s best-kept secrets will be revealed.

Among the experiences featured in the ads are cycling in the Malvern Hills, eating cockles in Leigh-on-Sea and relaxing on the Norfolk Broads.

Amanda Smyth, head of marketing at Enjoy England, says: “The rise of peer-to-peer review sites and user-generated content means we can more easily find out what our customers want from their holiday experiences. We won’t be shying away from comments about what needs improving either: it can help us succeed as a world-class destination by helping us exceed visitor expectations.”

Enjoy England is a division of VisitBritain, the national tourism organisation.

Recommended

BT posts strong broadband growth

Marketing Week

Revenues at BT have fallen sharply in the last quarter of 2007, hit by 76m worth of restructuring costs. However the telecoms giant has registered strong international and broadband growth.

Telegraph Media Group launches in-house ad production department

Marketing Week

Telegraph Media Group has expanded its online offering to advertisers with the launch of an in-house production department. TMG will now be able to produce audio and video advertising on its website. The move is aimed at strengthening its integrated advertising offering and encouraging greater collaboration between advertising in the paper and online activity. The […]